Designing a competitiveness model using strategic cognitive complexity; Investigating the mediating effect of market intelligence (http://www.journalie.ir/en/Article/9831)

Competitiveness is a complex and multidimensional concept, making it possible to get high-quality feedback from the environment. This research was designed in order to improve the competitiveness capability; because competitiveness plays a basic role in an organization’s productivity. To this end, we employed the cognitive complexity as a strategic concept using its key components including market sensation and customer psychology. Moreover, we examined three dimensions of market intelligence to develop the model. Data was collected through in library studies and interview with master students of Tehran University, school for performing arts and music. Collected data was analyzed by the system dynamics method with the aim of variables’ future behavior estimation. In doing so, 2 scenarios were simulated using Vensim PLE software. In the first scenario, market sensation led to strategic innovation through requisite infrastructure to create and disseminate intelligence. In the second scenario, customer psychology was identified as an effective factor in market accountability and competency creation. Findings showed that little improvement in customer psychology causes more customer perceptual competency. To understand and interpret the complex environment, designing an integrated and intelligence information systems is recommended. This is required to achieve both strategic innovation and organization competency simultaneously in order to increase the capacity of competitiveness.