How strategic intelligence impact marketing strategy effectiveness in SMEs context: using structural equation modelling

Mona Jami Pour, Fateme Ebrahimi Delavar and Atefe Khaleghi

International Journal of Intelligent Enterprise, 2023, vol. 10, issue 2, 206-220

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.

Keywords: strategic intelligence; marketing strategy effectiveness; small and medium-sized enterprise; SME; structural equation modelling; SEM. (search for similar items in EconPapers)
Date: 2023
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