The quest for competitive, business and marketing intelligence

Purpose Seeks to examine three empirical studies carried out in Canada, the UK and Europe with comparisons drawn on their approach and findings. Design/methodology/approach The studies were compared using a framework, developed by the authors, along four central elements and two influencing drivers. Findings Little measurement consistency or output value was evident. The current focus on isolated studies, carried out at a macro level, is discouraged. Practical implications Future studies need greater rigour, and consequently might be of more value to academics and practitioners. Originality/value The lack of research consistency is highlighted. Recommendations are made for stronger adhesion with other disciplines to develop a robust research agenda.