The impact of organizational intelligence on organizational performance using marketing capacities

Abstract

Today, due to hyper competition and complexity of rivals’ activities, companies should study their own organizational multilaterally more than before. The present study aims at investigating the impact of organizational intelligence on organizational performance considering marketing capacities in Ahwaz SMEs. Organizational intelligence is studied in two perspectives: competitive intelligence and emotional intelligence. Marketing capacities include market orientation, competitive advantage and competitive strategy. The Research methodology is library and field study while the tool to collect field data is a Likert scale questionnaire. The Cronbach’s alpha of (0/881) computed of questionnaires indicates proper reliability. Its population consists of SMEs in Ahvaz city. Kokaran formulation and simple layer random sampling techniques are used to determine sample size (109). The causal relations among variables are studiedusing structural equation modeling (SEM). The findings indicate that organizational intelligence impacts on organizational performance (significant ratio = 1.17) is not significant while organizational intelligence has a higher impact on organizational performance indirectly through marketing capacities (3/98+1/98=5/96).
 
 

Keywords

References

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History

  • Receive Date: 02 December 2014
  • Revise Date: 13 April 2015
  • Accept Date: 01 June 2015

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