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The role of competitive intelligence and its sub-types on achieving market performance

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  • Hamid Tahmasebifard

Abstract

During recent volatile and competitive environment, competitive intelligence (CI) has emerged and grown into a discipline to help organizations adapt to environmental change. Although existing literature provides a proper insight about the drivers of CI activities, its organization, usage and dissemination within firms, researches on the outcomes of CI activities as to whether these practices collectively have any relationship with performance are rare. Furthermore, there is no investigation on the influence of each subtype of CI on performance that could provide beneficial insight for managers to select their emphasis domains in CI activities and consequently achieving effectiveness and efficiency in marketing efforts. Especially, it could be more crucial in today’s tough economic situation in which companies are gripped by widespread cost-cutting and layoffs programs. Thus, this paper analyzes the effect of CI and its subtypes on market performance. The results illustrate that CI positively affects market performance. Among subtypes of CI, competitor intelligence, market intelligence and technological intelligence leave the greatest impact, respectively.

Suggested Citation

  • Hamid Tahmasebifard, 2018. "The role of competitive intelligence and its sub-types on achieving market performance," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1540073-154, January.
    • Handle: RePEc:taf:oabmxx:v:5:y:2018:i:1:p:1540073
    DOI: 10.1080/23311975.2018.1540073
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    Cited by:

    1. Lin-Lin Xue & Ching-Cheng Shen & Chun-Nan Lin, 2023. "Effects of Internet Technology on the Innovation Performance of Small-scale Travel Agencies: Organizational Learning Innovation and Competitive Advantage as Mediators," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 14(2), pages 1830-1855, June.
    2. Romina Gómez-Prado & Aldo Alvarez-Risco & Berdy Briggitte Cuya-Velásquez & Marián Arias-Meza & Nilda Campos-Dávalos & Luis Juarez-Rojas & Maria de las Mercedes Anderson-Seminario & Shyla Del-Aguila-Ar, 2022. "Product Innovation, Market Intelligence and Pricing Capability as a Competitive Advantage in the International Performance of Startups: Case of Peru," Sustainability, MDPI, vol. 14(17), pages 1-21, August.
    3. Kettani, Zohor, 2021. "Reviving tourism sector in the aftermath of the Covid-19 pandemic: The role of competitive intelligence," MPRA Paper 110693, University Library of Munich, Germany, revised 12 Apr 2021.
    4. Carlos de las Heras-Rosas & Juan Herrera, 2021. "Innovation and Competitive Intelligence in Business. A Bibliometric Analysis," IJFS, MDPI, vol. 9(2), pages 1-18, June.
    5. Ejikeme Emmanuel Isichei & Ike Nnia & Agbaeze Kalu Emmauel & Anthony Igwe & Chukwu Benjamin Ibe & Godwin Iyuwuna Dodd Peterside, 2023. "Linking Competitive Intelligence, Learning Orientation and Export Performance of SMEs," SAGE Open, , vol. 13(2), pages 21582440231, June.
    6. Pedro Mendonça Silva, 2021. "Examination in B2B trade show: the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 228-241, September.
    7. Joyce M. Odiachi & Owolabi L. Kuye & Abdul-Hameed A. Sulaimon, 2021. "Driving Organisational Sustainability in the Nigerian Insurance Sector: The Role of Competitive Intelligence," SPOUDAI Journal of Economics and Business, SPOUDAI Journal of Economics and Business, University of Piraeus, vol. 71(1-2), pages 37-54, January-J.
    8. Kuo-Ming Chu, 2024. "Innovation Practices of New Technology Adoption for the Business Survival Strategy of Online Travel Agencies During the COVID-19 Pandemic: Two Case Studies in Taiwan," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 9556-9575, June.
    9. Lin-Lin Xue & Ching-Cheng Shen & Alastair M. Morrison & Li-Wen Kuo, 2021. "Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model," Sustainability, MDPI, vol. 13(5), pages 1-19, March.

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