Competitive Intelligence and Marketing Effectiveness of Domestic Ceramic Products: A PRISMA-Guided Systematic Synthesis

Jianxiong Xu; Yuanle Mo; Yaowei Fan

doi:10.37497/eagleSustainable.v17i.517

Authors

Jianxiong Xu School of Economics, Management and Law, Jingdezhen Ceramic University, Jiangxi, China https://orcid.org/0009-0008-4167-2483
Yuanle Mo School of Economics, Management and Law, Jingdezhen Ceramic University, Jiangxi, China https://orcid.org/0009-0002-8179-8669
Yaowei Fan School of Economics, Management and Law, Jingdezhen Ceramic University, Jiangxi, China https://orcid.org/0009-0000-8304-265X

DOI:

https://doi.org/10.37497/eagleSustainable.v17i.517

Keywords:

Competitive intelligence, Domestic ceramics, Digital transformation, Sustainability signaling, Channel responsiveness, Marketing effectiveness

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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