Marketing intelligence: Innovation ability to anticipate global competition

Abstract

Making strategic decisions in a dynamic business environment has become a challenge for business people, especially in small and medium-sized enterprises (SMEs). Contextual knowledge gained in understanding the external environment is a factor that must be owned by every business person so that they gain a competitive advantage in increasing competition. This study aims to test the Entrepreneurial Performance model. The research was conducted on SMEs in West Java, in the city of Bandung. The sample selection was determined using the purposive sampling method and obtained 170 respondents as a sample. The analysis was carried out using the Structural Equation Model (SEM). The results of the study indicate the fit model after modification and produce an alternative model in the form of a correlation between Marketing Intelligence and Entrepreneurial Performance. Marketing Intelligence, Product Innovation and Competitive Advantage have a direct significant influence on Entrepreneurial Performance. Product Innovation partially has no significant effect on Competitive Advantage. This research is expected to contribute to SMEs in the city of Bandung to always have a good knowledge before making a decision. This knowledge includes an understanding of trends, media, competitors, and suppliers. The limitation in this study is also in its scope, which is only limited to a few SMEs in the city of Bandung. It is expected that future researchers will add samples and use other variables that can improve entrepreneurial performance.

Keywords: {'name': 'Marketing Intelligence'}, {'name': 'Product Innovation'}, {'name': 'Competitive Advantage'}, {'name': 'Entrepreneurial Performance'}

Authors & affiliations

Zaenal Aripin
Affiliation not supplied

Uce Karna Suganda
Affiliation not supplied

Allizia Zulfa Kusumah
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.1016/j.techsoc.2017.08.005

DOI: 10.18421/TEM92-35

DOI: 10.1057/s41270-017-0021-7

DOI: 10.1108/IMR-11-2015-0262

DOI: 10.1142/S1363919618500573

DOI: 10.3390/su10040979

DOI: 10.1080/02103702.2019.1690851

DOI: 10.1016/j.intmar.2020.04.007

DOI: 10.1111/radm.12269

DOI: 10.1108/EJIM-03-2017-0030

DOI: 10.1108/EJIM-02-2017-0015

DOI: 10.1080/10438599.2016.1204779

DOI: 10.1504/IJEBR.2017.084381

DOI: 10.1007/s11747-019-00696-0

DOI: 10.18421/TEM83-35

DOI: 10.1016/j.techfore.2020.119908

DOI: 10.24251/HICSS.2020.312

DOI: 10.1109/CDS52072.2021.00108

DOI: 10.37380/jisib.v1i1.562

Hussein, E. A. (2020). Marketing intelligence system and its impact in determining strategies of competitive positions. Utopia y Praxis Latinoamericana, 25, 530–544. https://doi.org/10.5281/zenodo.3784914.

DOI: 10.1108/SRJ-04-2015-0048

DOI: 10.18267/j.cebr.213

DOI: 10.22437/jb.v2i2.7222

DOI: 10.1080/14479338.2017.1364971

DOI: 10.4018/JCIT.2017010103

DOI: 10.4018/JCIT.2017010106

DOI: 10.36478/jeasci.2019.575.582

DOI: 10.3233/FAIA200827

DOI: 10.1016/j.tra.2016.11.015

DOI: 10.1108/APJML-06-2015-0093

DOI: 10.1016/j.ijhm.2017.06.013

DOI: 10.1016/j.wep.2018.04.001

DOI: 10.17512/pjms.2017.15.2.12

DOI: 10.1016/j.ijindorg.2019.04.001

DOI: 10.1080/00207543.2017.1351633

DOI: 10.1108/MD-04-2017-0429

DOI: 10.1080/13639080.2017.1386774

Noviyanti, I. (2020). Marketing intelligence implementation for supply chain mannagemnt of mix products that affect the purchasing decision on Citra Karisma, Yogyakarta. International Journal of Supply Chain Management, 9(3), 1235–1242.

Nwachukwu, C. (2018). Strategy formulation process and innovation performance nexus. International Journal for Quality Research, 12(1), 147–164. https://doi.org/10.18421/IJQR12.01-09.

DOI: 10.1108/JBIM-10-2018-0295

DOI: 10.4018/978-1-7998-1125-1.ch007

DOI: 10.1108/IMDS-02-2018-0085

DOI: 10.1108/MD-08-2017-0784

DOI: 10.1007/978-3-319-58706-6_32

Rayón, A. (2017). Marketing intelligence: How to optimize the marketing strategy through big data. Frontiers in Artificial Intelligence and Applications, 4–5. https://doi.org/10.3233/978-1-61499-806-8-4.

Rodrigues, M. H. P. (2019). Business intelligence, e-government marketing, and information technology to support tax planning decision making. RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao, 2019, 198–207.

DOI: 10.1108/JKM-07-2017-0267

DOI: 10.3390/su11061597

DOI: 10.5465/amj.2017.0741

DOI: 10.1080/0965254X.2018.1430058

DOI: 10.1007/978-3-030-45301-5_10

DOI: 10.1016/j.lrp.2018.05.003

DOI: 10.1002/sd.1990

DOI: 10.1108/BIJ-10-2017-0280

Tahmasebi, M. H. (2017). The effect of competitive intelligence on effectiveness of marketing strategies of refah bank of hamedan, Iran. International Journal of Applied Business and Economic Research, 15(21), 343–350.

DOI: 10.5267/j.msl.2019.5.009

DOI: 10.1002/bse.1949

DOI: 10.1177/1470785318776841

DOI: 10.1007/s10660-017-9279-2