An appraisal of market intelligence development in civil engineering consultancy firms in Ghana

Market intelligence (MI) plays a crucial role in informing both tactical and strategic decisions within Civil Engineering Consultancy Firms (CECFs), particularly in the context of intense competition. Recognizing this significance and noting the limited existing research on MI within this sector, this study assesses the state of MI development within CECFs. A quantitative descriptive design was employed, with data collected from 121 firms through purposive and snowball sampling techniques. The study assessed four key dimensions: MI practices, MI resource availability, MI ethical awareness, and attitudes toward MI culture. Key findings reveal that while MI is conceptually understood, its implementation remains underdeveloped, evidenced by the lack of formal marketing departments, dedicated personnel or budgets, and specialized MI tools. Furthermore, ethical considerations related to MI were found to be underemphasized. To leverage MI as a strategic asset, this study concludes that CECFs must move beyond reactive approaches by institutionalizing MI processes and integrating it as a core strategic function, rather than treating it as a peripheral marketing activity. The optimal outcome involves recognizing and addressing the identified structural, cultural, and ethical factors that currently impede robust MI development within CECFs. Practically, this necessitates the allocation of resources, the development of formal MI processes, and a heightened awareness of ethical implications to enhance strategic decision-making and foster sustainable growth within the sector. Future research should focus on comparative analyses across different countries and other construction sub-sectors to further our understanding of MI institutionalization.