IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v11y2022i1p328-339.html
   My bibliography  Save this article

Marketing intelligence: Innovation ability to anticipate global competition

Author

Listed:
  • Zaenal Aripin

    (Universitas Sangga Buana)

  • Uce Karna Suganda

    (Universitas Widyatama)

  • Allizia Zulfa Kusumah

    (Universitas Widyatama)

Abstract

Making strategic decisions in a dynamic business environment has become a challenge for business people, especially in small and medium-sized enterprises (SMEs). Contextual knowledge gained in understanding the external environment is a factor that must be owned by every business person so that they gain a competitive advantage in increasing competition. This study aims to test the Entrepreneurial Performance model. The research was conducted on SMEs in West Java, in the city of Bandung. The sample selection was determined using the purposive sampling method and obtained 170 respondents as a sample. The analysis was carried out using the Structural Equation Model (SEM). The results of the study indicate the fit model after modification and produce an alternative model in the form of a correlation between Marketing Intelligence and Entrepreneurial Performance. Marketing Intelligence, Product Innovation and Competitive Advantage have a direct significant influence on Entrepreneurial Performance. Product Innovation partially has no significant effect on Competitive Advantage. This research is expected to contribute to SMEs in the city of Bandung to always have a good knowledge before making a decision. This knowledge includes an understanding of trends, media, competitors, and suppliers. The limitation in this study is also in its scope, which is only limited to a few SMEs in the city of Bandung. It is expected that future researchers will add samples and use other variables that can improve entrepreneurial performance. Key Words:Marketing Intelligence, Product Innovation, Competitive Advantage, Entrepreneurial Performance

Suggested Citation

  • Zaenal Aripin & Uce Karna Suganda & Allizia Zulfa Kusumah, 2022. "Marketing intelligence: Innovation ability to anticipate global competition," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 328-339, January.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:1:p:328-339
    DOI: 10.20525/ijrbs.v11i1.1589
    as

    Download full text from publisher

    File URL: https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1589/1165
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v11i1.1589
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v11i1.1589?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Priyanka Jain & Vishal Vyas & Ankur Roy, 2017. "Exploring the mediating role of intellectual capital and competitive advantage on the relation between CSR and financial performance in SMEs," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 13(1), pages 1-23, March.
    2. Ghazi A. Al-Weshah, 2017. "Marketing intelligence and customer relationships: empirical evidence from Jordanian banks," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 141-152, December.
    3. Aksoy, Hasan, 2017. "How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)?," Technology in Society, Elsevier, vol. 51(C), pages 133-141.
    4. Rodney McAdam & Umit Bititci & Brendan Galbraith, 2017. "Technology alignment and business strategy: a performance measurement and Dynamic Capability perspective," International Journal of Production Research, Taylor & Francis Journals, vol. 55(23), pages 7168-7186, December.
    5. Brian Paul Cozzarin, 2017. "Impact of organizational innovation on product and process innovation," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 26(5), pages 405-417, July.
    6. Muhammad Anwar, 2018. "BUSINESS MODEL INNOVATION AND SMEs PERFORMANCE — DOES COMPETITIVE ADVANTAGE MEDIATE?," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(07), pages 1-31, October.
    7. Marshall, Guillermo & Parra, Álvaro, 2019. "Innovation and competition: The role of the product market," International Journal of Industrial Organization, Elsevier, vol. 65(C), pages 221-247.
    8. De Bruyn, Arnaud & Viswanathan, Vijay & Beh, Yean Shan & Brock, Jürgen Kai-Uwe & von Wangenheim, Florian, 2020. "Artificial Intelligence and Marketing: Pitfalls and Opportunities," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 91-105.
    9. Krystyna Jarek & Grzegorz Mazurek, 2019. "Marketing and Artificial Intelligence," Central European Business Review, Prague University of Economics and Business, vol. 2019(2), pages 46-55.
    10. Álvaro J. Arnal & Patricia Royo & Gianpiero Pataro & Giovanna Ferrari & Víctor J. Ferreira & Ana M. López-Sabirón & Germán A. Ferreira, 2018. "Implementation of PEF Treatment at Real-Scale Tomatoes Processing Considering LCA Methodology as an Innovation Strategy in the Agri-Food Sector," Sustainability, MDPI, vol. 10(4), pages 1-16, March.
    11. Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mustak, Mekhail & Salminen, Joni & Plé, Loïc & Wirtz, Jochen, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 389-404.
    2. Ma Degong & Farid Ullah & Muhammad Sualeh Khattak & Muhammad Anwar, 2018. "Do International Capabilities and Resources Configure Firm’s Sustainable Competitive Performance? Research within Pakistani SMEs," Sustainability, MDPI, vol. 10(11), pages 1-16, November.
    3. Andrea Mauro & Andrea Sestino & Andrea Bacconi, 2022. "Machine learning and artificial intelligence use in marketing: a general taxonomy," Italian Journal of Marketing, Springer, vol. 2022(4), pages 439-457, December.
    4. Sharjana Alam Shaily & Nazmun Nahar Emma, 2021. "Integration of Artificial Intelligence Marketing to Get Brand Recognition for Social Business," International Review of Management and Marketing, Econjournals, vol. 11(4), pages 29-37.
    5. Marilyn Giroux & Jungkeun Kim & Jacob C. Lee & Jongwon Park, 2022. "Artificial Intelligence and Declined Guilt: Retailing Morality Comparison Between Human and AI," Journal of Business Ethics, Springer, vol. 178(4), pages 1027-1041, July.
    6. Guha, Abhijit & Grewal, Dhruv & Kopalle, Praveen K. & Haenlein, Michael & Schneider, Matthew J. & Jung, Hyunseok & Moustafa, Rida & Hegde, Dinesh R. & Hawkins, Gary, 2021. "How artificial intelligence will affect the future of retailing," Journal of Retailing, Elsevier, vol. 97(1), pages 28-41.
    7. Volkmar, Gioia & Fischer, Peter M. & Reinecke, Sven, 2022. "Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management," Journal of Business Research, Elsevier, vol. 149(C), pages 599-614.
    8. Christian Goglin, 2023. "The Ethics of Artificial Intelligence: Review of Ethical Machines: Your Concise Guide to Totally Unbiased, Transparent, and Respectful AI by R. Blackman; Ethics of Artificial Intelligence: Case Studie," Journal of Business Ethics, Springer, vol. 188(3), pages 623-627, December.
    9. Erik Hermann & Gizem Yalcin Williams & Stefano Puntoni, 2024. "Deploying artificial intelligence in services to AID vulnerable consumers," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1431-1451, October.
    10. Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    11. van Giffen, Benjamin & Herhausen, Dennis & Fahse, Tobias, 2022. "Overcoming the pitfalls and perils of algorithms: A classification of machine learning biases and mitigation methods," Journal of Business Research, Elsevier, vol. 144(C), pages 93-106.
    12. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
    13. Robertson, Jeandri & Ferreira, Caitlin & Botha, Elsamari & Oosthuizen, Kim, 2024. "Game changers: A generative AI prompt protocol to enhance human-AI knowledge co-construction," Business Horizons, Elsevier, vol. 67(5), pages 499-510.
    14. Agnieszka Kuś & Dorota Grego-Planer, 2021. "A Model of Innovation Activity in Small Enterprises in the Context of Selected Financial Factors: The Example of the Renewable Energy Sector," Energies, MDPI, vol. 14(10), pages 1-17, May.
    15. Leah Warfield Smith & Randall Lee Rose & Alex R. Zablah & Heath McCullough & Mohammad “Mike” Saljoughian, 2023. "Examining post-purchase consumer responses to product automation," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 530-550, May.
    16. Hazem Ali & Ting Chen & Yunhong Hao, 2021. "Sustainable Manufacturing Practices, Competitive Capabilities, and Sustainable Performance: Moderating Role of Environmental Regulations," Sustainability, MDPI, vol. 13(18), pages 1-19, September.
    17. Latinovic, Zoran & Chatterjee, Sharmila C., 2022. "Achieving the promise of AI and ML in delivering economic and relational customer value in B2B," Journal of Business Research, Elsevier, vol. 144(C), pages 966-974.
    18. Dolores Gallardo-Vázquez & Luis Enrique Valdez-Juárez & José Luis Lizcano-Álvarez, 2019. "Corporate Social Responsibility and Intellectual Capital: Sources of Competitiveness and Legitimacy in Organizations’ Management Practices," Sustainability, MDPI, vol. 11(20), pages 1-29, October.
    19. Meena Madhavan & Mohammed Ali Sharafuddin & Thanapong Chaichana, 2022. "Impact of Business Model Innovation on Sustainable Performance of Processed Marine Food Product SMEs in Thailand—A PLS-SEM Approach," Sustainability, MDPI, vol. 14(15), pages 1-33, August.
    20. María E. Aguilar-Fernández & José Ramon Otegi-Olaso, 2018. "Firm Size and the Business Model for Sustainable Innovation," Sustainability, MDPI, vol. 10(12), pages 1-27, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:11:y:2022:i:1:p:328-339. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.