Presenting a Competitive Market Intelligence Model With the Approach of Improving Electronic Marketing Capabilities and its Impact on the Commercial Performance of Home Appliance Manufacturing Companies Located in the Industrial Towns of Isfahan Province

Abstract

Mohammad Shokrollahi

The aim of this research is to know the role of competitive intelligent network on business performance with the mediating role of marketing capabilities and competitive advantage of home appliance manufacturing companies located in industrial towns of Isfahan province. This research is practical in terms of its purpose, and it is descriptive-survey in terms of data collection. Its statistical population was 500 people related to the subject, based on Morgan’s table, 217 people were selected as a statistical sample. The measuring instrument of this research is a questionnaire that was examined in terms of validity and reliability. After collecting the questionnaires, the data were analyzed using the structural equation modeling method with the partial least squares approach with the help of SPSS21 and Smart PLS2 statistical software. According to the results of the research, it is suggested to use advanced and up-to-date systems, timely services, provide innovation in order to identify the needs of customers and discover creative opportunities in the importance market and obtain new information from customers and suppliers in the market and its effect on the performance of the companies. be evaluated. It is also suggested to use intelligence strategies and competitive intelligence networks more.

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