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In the future, competitors will have more and more opportunities to buy the same information; therefore the companies' competitiveness will not primarily depend on how much information they possess, but rather on how they can "translate" it to their own language. This study aims to examine those factors that have the most significant impact on the degree to which market studies are utilised by companies. Most of the work in this area has studied the use of information in strategic decisions adoi:10.1556/aoecon.61.2011.3.4 fatcat:tqsrg4kjxzesbohdmzr5vkosxi