جستجوی مقالات مرتبط با کلیدواژه « هوش بازاریابی » در نشریات گروه « مدیریت »

Nowadays, companies are required to pay more attention to the environment based on an increase in environmental laws and an increase in public sensitivity to environmental issues. The current research is conducted with the aim of investigating the effect of marketing intelligence on green insurance activities from the customers' points of view (case study of Sarmad insurance agencies in Bushehr province).

In terms of purpose, the present research is applied, and in terms of implementation method, it is descriptive-survey of correlational type. The statistical population of this research consists of customers of Sarmad Insurance in Bushehr province. In order to identify the statistical sample size, simple random sampling was used and the sample size was determined to be 384 people. The tool for measuring research variables is a questionnaire, which was used to check the validity and reliability of SPSS software. The content validity of the questionnaire was confirmed by the opinion of experts and the incomprehensible items were removed. Structure validity was confirmed using the confirmatory factor analysis and sampling adequacy indices and Bartlett's significance value. The reliability of the questionnaire was obtained using Cronbach's alpha coefficient and the total reliability value was 0.93. Also, to check the research hypotheses, the structural equation model (partial least square), SmartPLS software was used.

The findings of the research indicate that the intelligence of marketing on green insurance activity with the value of t-statistics (13.13), the effectiveness and usefulness of green insurance activities with the value of t-statistics (7.48), the support of information and communication technology on green insurance activity with t-statistic value (8.83), market opportunity on green insurance activity with t-statistic value (6.36), competitive risk on green insurance activity with t-statistic value (5.31) and internal records on insurance activity green has a positive and significant effect with the value of t-statistic (4.88).

Using the structural equation modeling, the research hypotheses can be investigated. The result of the research shows that market intelligence has the highest impact and internal records have the lowest impact on green marketing activity in Sarmad Insurance.

The aim of the current research is to design a marketing intelligence model based on new product development in Iran's automotive industry and to identify the relationships between the components, antecedents and consequences of the model. The current research method is of mixed type - exploratory design, in the qualitative stage based on the foundational data theory and in the quantitative stage descriptive survey. The sampling method was purposeful in the qualitative stage and continued until theoretical saturation was reached and finally 15 in-depth interviews were conducted. The number of samples in the quantitative stage was 385. The results of data coding in the qualitative stage led to the creation of a paradigmatic model, and for the quantitative part of the research, a process model was used. , marketing intelligence, market orientation of management, information technology, evaluation of development of roadmap of product features, customization of products and services based on customer taste, evaluation of new product development process and the final dependent variable include reduction of new product development waste, customer satisfaction, competitiveness. . The results indicate the confirmation of 16 research hypotheses, which indicate that there is a positive and significant relationship between the components.

EXTENDED ABSTRACT
In this paper, the international entrepreneurship alongside international readiness will be examined in relation to the success of companies' performance, which is a prerequisite for entering global markets in the field of international and global trade. The Rapid changes in the markets and demands leads to intense competition, innovation is a competitive advantage capability to achieve successful performance in international and even global markets.The theory of modern knowledge-based development introduces dynamic entrepreneurship as a fundamental condition for achieving competitive advantage in the complex global environment, making knowledge-based transformation and its increasing impact on economic growth in today's knowledge-driven economies vital. With fundamental changes in economic structures and the growing importance of innovation, invention, and the creation of new products, the need for an entrepreneurial mindset becomes more apparent. Ensuring the survival and continuity of organizations requires finding new solutions and methods to address challenges, which depend on innovation and invention, the creation of new products, processes, and methods. Companies with high levels of entrepreneurship continuously monitor the environment to identify new opportunities. Consequently, given the extensive market and significant investments in research and development, pharmaceutical companies aim to enhance their dynamic capabilities and increase their product innovation by expanding into other countries to survive in the competitive international market. Thus, the primary issue of this research is to determine how selected pharmaceutical companies with international entrepreneurship can achieve operational success commensurate with the necessary readiness for it. Innovation emerges as a key differentiator in the fiercely competitive 'Red Ocean' markets, where successful companies continuously innovate in products, processes, and resources. This strategic emphasis on International Entrepreneurship highlights the necessity for firms to be prepared for international markets, encompassing Marketing Intelligence and Networking. The core aim of research is to examine the significant influence of International Entrepreneurship on performance, emphasizing the International Readiness. International Entrepreneurship is recognized as an innovative action that, by leveraging existing resources, creates new capacities for wealth generation. It represents a company's overall innovation and foresight in pursuing international markets, accompanied by a proactive management outlook and competitive stance. These concepts are considered behavioral elements of a global orientation, indicating senior managers' inclination towards risk-taking, innovation, and proactiveness. The study proposes a primary hypothesis and four sub-hypotheses within a research model to explore this relationship. In today's business climate, where exporting is indispensable for survival and growth, the study aims to provide concrete evidence on how International Entrepreneurship affects Marketing Intelligence and Networking Capabilities, thereby facilitating successful performance in international markets.
This applied research adopts a descriptive retrospective approach based on the nature of the data. Data collection was conducted through field surveys using a questionnaire divided into three sections with 48 closed-ended questions, a 7-point Likert scale was employed to measure respondents' attitudes, allowing for a nuanced assessment of their perceptions and opinions. Results were obtained from the commercial managers or CEOs in 55 pharmaceutical companies which were active in Tehran. The questionnaire's content validity was confirmed by experts, and its reliability was verified through Cronbach's alpha. After ensuring the normal distribution of the research data, a demographic analysis of the respondents was performed, considering gender, age, education level, and position. The research hypotheses were examined using Structural Equation Modeling with Smart PLS software.
Discussion and The study affirms that International Entrepreneurship is a critical driver for business innovation and performance in the global market. It highlights the mediating role of International Readiness, which encompasses aspects such as networking and market orientation. The research reveals that while many firms engage in indirect exporting, a comprehensive understanding of target markets and competitors is often lacking. This gap, coupled with challenges in communication and coordination, has led to difficulties in fulfilling commitments to foreign customers, presenting significant barriers to successful exporting.
The findings underscore the strategic importance of International Entrepreneurship, where readiness is an integral part of the entrepreneurial journey. International Readiness is identified as a dynamic capability that evolves with a firm's international activities. The study emphasizes the need for firms to develop robust networks and a strong market orientation to effectively navigate the hurdles of internationalization.
The research concludes that International Entrepreneurship, along with a strategic emphasis on International Readiness, is crucial for driving business model innovation and performance in international markets. This entrepreneurial spirit, characterized by innovation, risk-taking, and proactiveness, is essential for companies to adapt and implement new ideas that lead to organizational change and foster a culture of continuous innovation. Moreover, companies must enhance their International Readiness through effective networking and marketing systems, which are critical for leveraging resources and opportunities in the global market. The research highlights that despite facing significant challenges such as sanctions and increased production costs, which impede their competitive stance and market positioning, Iranian pharmaceutical firms have the potential to succeed in international markets by focusing on niche markets and leveraging unique products and modern technology. The strategic nature of the pharmaceutical industry in Iran necessitates self-sufficiency in drug production, which, coupled with government support, can pave the way for overcoming external barriers and reinforcing the global presence of these companies.

Due to the atmosphere of global competition and the changes and transformations that are rapidly occurring in today's world, companies create the conditions for technological entrepreneurship to secure their survival. In the meantime, companies that can develop the business intelligence of their employees, especially in the marketing and sales units, the key units of every company, and can create a kind of coordination and integration between the main units will be successful. Therefore, this research aims to investigate the impact of marketing intelligence on technological entrepreneurship with the mediating role of business intelligence. The research is an applied study in goal and a descriptive and correlational study in methodology. The statistical population of the research is all the Azaam Auto Parts Group (AAPG) employees, numbering 630 people. The sample size was determined to be 242 using Morgan's table. They were selected based on the stratified random sampling method. A standard questionnaire was used to measure the variables. The validity of the questionnaire was determined by diagnostic, convergent, and divergent validity, and its reliability was evaluated with Cronbach's alpha coefficient. The research model was tested using structural equation modeling in LISREL software. The results showed that marketing intelligence significantly affected technological entrepreneurship and business intelligence in the AAPG. Also, the positive and significant relationship between business intelligence and technological entrepreneurship was confirmed. Finally, marketing intelligence and technological entrepreneurship intensify by the variable of business intelligence. If business intelligence increases, the effect becomes stronger, and if it decreases, this relationship becomes weaker.

The purpose of this research is to investigate the impact of marketing intelligence on start-up organizations with the role of mediating organizational learning. This research is an applied study with a descriptive-survey method. The statistical population of the research includes all managers and marketing officials in manufacturing and service factories in Parand industrial town in Tehran province, which include 180 people. The sample size was estimated to be 123 people by Cochran's formula and they were selected by simple random method. Research data were collected by questionnaire and analyzed using SPSS software and multivariate regression test. The face and content validity of the questionnaire was estimated and the reliability of the instrument was measured by Cronbach's alpha coefficient, which was more than 0.70 in all questionnaires and dimensions. The results of the research showed that organizational learning has been more effective than marketing intelligence on the success of marketers and marketing managers of start-up organizations. The exact results indicate that organizational learning in dimensions; The total success in marketing, market analysis and selection of target markets has been stronger than marketing intelligence, but marketing intelligence only in two dimensions; The combination of marketing elements and marketing efforts has been more powerful than organizational learning.

In recent years, the growth of social media and the increase in their use by customers, has made the media a tool for the company to communicate with consumers. The purpose of this research is to validate digital marketing based on marketing intelligence in Isaco. The research has been quantitative and descriptive-applied. The statistical population included all employees of Isaco and other affiliates in the field of marketing and sales. The statistical sample consisted of 340 people based on the rules of sample size in structural equations and randomly available methods. According to the research findings, all correlations had values less than 0.8, so the existence of multiple common linear relationships between variables is ruled out. The value of average variance extracted for the variables of this study is between 0.7759 and 0.5098, which is more than the minimum value of 0.5. Findings showed that digital marketing has a significant effect on marketing intelligence. It has a path coefficient of digital marketing variables and marketing intelligence which is 0.784 and T-statistic is 12.254. GOF index is 0.39, which indicates a strong fit of the model and validity.

The aim of this study was to investigate the effect of marketing intelligence on the competitiveness of online sports stores with the mediating role of innovative performance. The present study was of applied type. The study was descriptive-analytical in terms of nature and has been done by the survey method. The statistical population consisted of all sellers of online sports stores in the city of Tabriz. In this study, a non-random sampling method was used. The data collection tool was a questionnaire. Structural equation modeling, including confirmatory factor analysis and path analysis, has been used to test the hypotheses. SPSS V25 and Smart-PLS.3.2.8 software were used to analyze the data. The findings showed that marketing intelligence had a moderate, positive, and significant relationship with competitiveness with the mediating role of innovative performance. According to the results, paying attention to effectiveness and usefulness, and supporting information technology and communication as components of marketing intelligence, as well as paying attention to various aspects of product, behavior, process, and strategy in the variable of innovative performance can play a major role in the development of online sports stores and help them achieve competitiveness.

Nowadays, the concept of marketing intelligence as a business is very important due to its role in organizational decision making and productivity enhancement and competitive advantage in different industries. At the beginning of an information chain, the marketing intelligence system promotes the value of information, and also uses various technologies to collect and structure data and transform it into information. The purpose of this study was to design an interactive model of marketing intelligence and performance effectiveness in the insurance industry. The statistical population of this study was experts and managers of Pasargad Insurance Company, the number is about 35 individuals. In order to identify the factors affecting the relationship between marketing intelligence and organizational performance, 15 experts were interviewed after reviewing the literature. In the first step and after the in-depth structured interview, the indicators were extracted from all interviews, and in the next step, through axial coding, similar and distinct codes were determined and similar codes were merged. In the third step, a combination of the identified indicators was presented by examining the research background and the model derived from the results of the interviews. Factor categorization was done through factor analysis, then the identified factors were prioritized using fuzzy AHP and the corresponding model was presented.

The aim of this paper is to demonstrate empirically the relationship between marketing intelligence on competitive advantage within a small and medium sized enterprises (SME) context. With marketing information it is intended all data usable within for a marketing purpose. First، the constitutive factors of marketing intelligence amongst SMEs were identified in the literature. After that، a quantitative study was performed analyzing the data through multivariate data analysis techniques، specifically using the Lisrel software. The results of the analysis are discussed and the paper ends with the conclusions، implications for practitioners and policy makers، limitations of the study and indications for future research. The results of this study show the importance of the marketing intelligence amongst SMEs. The type of information، resources of information and frequency of using information in SMEs have positive relation with competitive advantage.

The aim of this paper is to demonstrate empirically the relationship between marketing intelligence on competitive advantage within a small and medium sized enterprises (SME) context. With marketing information it is intended all data usable within for a marketing purpose. First، the constitutive factors of marketing intelligence amongst SMEs were identified in the literature. After that، a quantitative study was performed analyzing the data through multivariate data analysis techniques، specifically using the Lisrel software. The results of the analysis are discussed and the paper ends with the conclusions، implications for practitioners and policy makers، limitations of the study and indications for future research. The results of this study show the importance of the marketing intelligence amongst SMEs. The type of information، resources of information and frequency of using information in SMEs have positive relation with competitive advantage.

Nowadays, organizations are facing with plenty of environmental changes like never before. The changes take place promptly, that if organizations do not prepare themselves for facing with such changes their survival will be threatened. One of the very new tools that help organizations to reach a worthy position is the use of marketing intelligence. As there is no comprehensive conception of marketing intelligence in Iran, it is assumed as the synonymous of marketing information and market researches in many several books as well as scientific societies of our country. Therefore, the main purposes of this study are to develop the marketing intelligence theories and to specify effective individual characteristics on marketing intelligence in order to accomplish a stable competitive advantage. Accordingly by reviewing the literature review, a set of indicators relevant to each of the effective individual factors on marketing intelligence was collected, also the data was collected by questionnaire and interview. It is noteworthy that both qualitative and quantitative methodology were applied for the purpose of data analysis. The result of the research indicates that individual characteristics including character, creativity, motivation, intelligence, and organizational position are effective factors for making marketing intelligence.