How strategic intelligence impact marketing strategy effectiveness in SMEs context: using structural equation modelling
by Mona Jami Pour; Fateme Ebrahimi Delavar; Atefe Khaleghi
International Journal of Intelligent Enterprise (IJIE), Vol. 10, No. 2, 2023

Abstract: Despite the increasing investment in marketing activities, many business expectations have not been satisfied yet. How to invest in marketing strategies depends on the capabilities and intelligence of marketing managers in the analysis of the conditions and one of the key intelligence is strategic intelligence. Strategic intelligence pertains to provision the critical information to achieve a competitive advantage and is an essential part of the competition in today's economy. Despite the important strategic intelligence of marketing managers, few studies empirically investigated the impact of it on marketing effectiveness. Therefore, the main aim of this study is to evaluate empirically the relationship between strategic intelligence and marketing strategy effectiveness in small and medium-sized enterprises (SMEs) context. Data from 186 SMEs provide empirical support for the critical role of strategic intelligence on marketing strategy effectiveness. The study also found that all of the strategic intelligence components, including foresight, systematic thinking, partnering, and motivating and empowering except the visioning component, had a positive and significant effect on marketing strategy effectiveness.

Online publication date: Wed, 05-Apr-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Intelligent Enterprise (IJIE):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com