Analysing Relationship between Competitive Intelligence and Effectiveness of Marketing Strategies (Studied Industrial City of Ardabil)

Document Type : Research Paper

Authors

1 Associate Prof., Islamic Azad University, Central Tehran Branch, Tehran, Iran

2 MSc. in Business Management, Islamic Azad University, Central Tehran Branch, Iran

Abstract

The main purpose is to identify the relationship between competitive intelligence and the effectiveness of marketing strategies companies of industrial city in Ardabil. The population consisted of 200 managers and supervisors in active industrial town of Ardabil. According to Cochran, 132 companies using simple random sampling method as the sample size was selected. The nature and purpose of this study is an applied research and the method of data collection and analysis is descriptive. The questionnaire, Pearson correlation coefficient and Cronbach's alpha coefficient respectively as tools, test hypotheses and variables are used to calculate reliability. The validity also is from faculty- member experts in the field and strengthens the knowledge of the normality of variables Kolmogorov-Smirnov. Test was used taking into account the correlation coefficient 506/0, 543/0, 448/0, 388/0 as well as factor adjusted 25/0, 289/0, 194/0, 143/0, respectively, for variable business awareness, awareness of the situation of competitors, Technology technical and strategic knowledge. Implementation results show that the social dimension competitive intelligence is positive on the effectiveness of marketing strategies. the impact is available for variables, respectively, 25/0, 289/0, 194/0, 143/0.

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Main Subjects

References

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Journal of Business Management
Volume 9, Issue 2
2017
Pages 375-394

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