State of Market Intelligence Development within Construction Companies: Evidence from Ghana

Market intelligence (MI) forms the bedrock of the marketing concept, serving as a vital component in market- oriented strategic planning and execution. However, construction companies (CCs) have been criticized for not realizing the value of MI. Therefore, the objective of this study is to assess the current state of MI development within CCs in Ghana. Using a purposive sampling approach, the data was collected using a forced- choice answer interview guide with a sample of 56 CCs. The results of the interview were assessed against 'The World Class MI Roadmap'to determine the current state of MI development within CCs. The overall result deduced is that MI development within the CCs is largely limited, informal, and ad hoc in nature and lacks dedicated resources. It is recommended that CCs should work on nurturing MI culture to keep MI activities more active to derive advantages obtainable from the utilization of MI. Further research is needed to explore the development of an MI- based framework to guide the effective utilization of MI by CCs.