The contribution of competitive intelligence to achieve sustainable competitive advantage: an exploratory study
Abdulazez B.H. Zakariya & Abdulla H. Salih
Industrial Management Department, Admin.& Econ. Coll./Univ. Of Mosul
Department Of Religious Education And Islamic Studies, The Sunni Endowment Office
This research aims to study the role of competitive intelligence in achieving sustainable competitive advantage through a prospective study in the Karwanchi Companies Group for soft drinks, healthy water, juices, dairy, and energy drinks. The research problem was that the sample did not realize the importance of using competitive intelligence to build a sustainable competitive advantage. In order to obtain the essential data to complete the research requirements, a questionnaire was built as the primary research tool and distributed to the research sample, which consisted of (56) employees with different positions such as executive, department/unit manager, production managers, and technicians. Moreover, statistical software (SPSS V26) and (AMOS V24) were adopted to analyze this data. This research reached several conclusions, most notably “the ability of companies in the field of research to produce a variety of products faster than competitors, with higher quality and lower cost.” Accordingly, a set of recommendations were presented, the most prominent of which is: the continuation of companies in the field of research, adopting the concept of competitive intelligence by collecting data and information about competitors, analyzing them, and using them in the decision-making process related to the products and operations of the organization.
Volume 13, Issue 2, Pages 72-93