Keywords
Domestic ceramics
Digital transformation
Sustainability signaling
Channel responsiveness
Marketing effectiveness
How to Cite
Abstract
Purpose: This paper explores how competitive intelligence enhances marketing performance of the domestic ceramic products by means of customer alignment, sustainability signaling, design translation, and channel responsiveness.
Methodology/approach: A systematic synthesis led by PRISMA was performed on 40 journal articles published between 2021 and 2025, which were found by searchable search strings, controlled duplication, verification of the DOIs, and systematic coding.
Originality/Relevance: The research integrates scattered literature on ceramics, digital transformation, market intelligence, sustainability and supply chain agility into a single framework specific to domestic ceramic producers.
Key findings: The marketing results become better when companies translate market cues into evidence-based product design, plausible sustainability reporting, adaptive fulfillment, and digitally-aided decision processes instead of competing based on prices only.
Theoretical/methodological contributions: The article redefines competitive intelligence as an integrating capability that connects sensing, interpretation, action, and measurable market outcomes, and it specifies five testable hypotheses for future empirical validation in domestic ceramic firms.
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