Elucidating the impact of the structural-organizational intelligence on competitive advantage: the adjustment role of competitive intelligence

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Abstract

Challenging and competitive business world of today makes managers to evaluate what factors affect the continuity and success of an organization. The purpose of this study was to evaluate the effect of structural-organizational intelligence on competitive advantage with respect to the role of competitive intelligence in Iran insurance company in Kerman. Library and field research methods and tools for collecting the data is a questionnaire with Likert scale. Cronbach's alpha for this study is 88%, that indicating good reliability. The population consisted of managers and employees of the insurance company And to obtain a sample size formula Cochran and random sampling method is used when the sample size is 336. In this study, using structural equation modeling to examine the relationships between variables is discussed. The findings indicate that the information systems (as the structural capital) and the content factors (as the organizational capital) of the structural-organizational intelligence are significantly related in attaining competitive intelligence. The study also provides empirical evidence that attaining competitive intelligence is positively related to organization competitive advantage.

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New Marketing Research Journal
Volume 5, Special Issue
Special Issue
December 2015
Pages 65-82

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History

  • Receive Date: 14 June 2016
  • Revise Date: 11 December 2019
  • Accept Date: 14 June 2016

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