The Role of Competitive Intelligence in Making Strategic Marketing Decisions

The aim of this study is to investigate the role of competitive intelligence in making strategic marketing decisions at small and medium businesses in Kurdistan region of Iraq. However, the researchers used five competitive intelligence dimensions (market intelligence, competitor intelligence, customer intelligence, partner intelligence, and technical intelligence) to measure the direct influence on strategic marketing decisions at small and medium businesses. Moreover, to enable the study to examine indirect role of competitive intelligence, the researchers used competitive intelligence embeddedness as mediator to measure its role on strategic marketing decisions. The researchers applied hierarchal multiple regression and Sobel test to investigate the role of competitive intelligence in making strategic marketing decisions at small and medium businesses in Kurdistan region of Iraq. However, the researchers used five competitive intelligence dimensions (market intelligence, competitor intelligence, customer intelligence, partner intelligence, and technical intelligence) to measure the direct influence on strategic marketing decisions at small and medium businesses. Moreover, to enable the study to examine indirect role of competitive intelligence, the researchers used competitive intelligence embeddedness as mediator to measure its role on strategic marketing decisions. The results showed that competitive intelligence dimensions (market intelligence, competitor intelligence, customer intelligence, partner intelligence, and technical intelligence) to measure the direct and indirect via competitive intelligence embeddedness influence on strategic marketing decisions at small and medium businesses