Competitive Intelligence and Marketing Effectiveness of Organizations: An Investigation from Pakistan

European Scientific Journal, May 2014, Vol.10, No.13 EISSN 1857-7431

12 Pages Posted: 4 Jul 2014

See all articles by Rizwan Ahmed

Rizwan Ahmed

Indus University

Nawaz Ahmad

RTS (Research, Trainings, and Solutions); Institute of Business Management (IoBM)

Imamuddin Khoso

University of Sindh

Khawaja Arif

Greenwich University Karachi

Rana Palwishah

Indus University

Date Written: May 15, 2014

Abstract

This study examines how competitive intelligence is important to make the marketing effective for a business. Competitive intelligence is a phenomenon in the business world that has started gaining more importance and attention. Competitive intelligence is the both external and internal information of the environment in which a business operates. Competitive intelligence is a tool through which business can gain competitive advantage and compete against their competition. In this research competitive intelligence is diffused into sub variables which all combine to make competitive intelligence. The sub variables include market opportunities, competitor risks, competitor threats, technological intelligence, technical intelligence, and strategic intelligence. Through this research it tested whether competitive intelligence is being used by the organizations in Pakistan which will prove the importance of competitive intelligence in business and it is also shown to what extent it is used. T-test has been used to individually test each variable and see for significance. The results of the research show that all the sub variables are significantly used by the organizations in Pakistan to make their marketing effective and thus competitive intelligence is important to make the marketing effective for a business.

Keywords: Competitive intelligence; Marketing effectiveness; Competitive intelligence variables; Market intelligence; Business intelligence

JEL Classification: C12, D70, M31

Suggested Citation

Raheem, Ahmed and Ahmad, Nawaz and Khoso, Imamuddin and Arif, Khawaja and Palwishah, Rana, Competitive Intelligence and Marketing Effectiveness of Organizations: An Investigation from Pakistan (May 15, 2014). European Scientific Journal, May 2014, Vol.10, No.13 EISSN 1857-7431. Available at SSRN: https://ssrn.com/abstract=2462064

Ahmed Raheem

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

Nawaz Ahmad (Contact Author)

RTS (Research, Trainings, and Solutions) ( email )

9th Nishat Lane, DHA 6
9th Nishat Lane, DHA 6
Karachi, Sindh 75500
Pakistan
00923009292422 (Phone)

Institute of Business Management (IoBM) ( email )

Plot # 84
Korangi Creek
Karachi, Sindh 75190
Pakistan

HOME PAGE: http://www.faculty.iobm.edu.pk/staff/nawaz-ahmad/

Imamuddin Khoso

University of Sindh ( email )

Jamshoro, Sindh
Pakistan

Khawaja Arif

Greenwich University Karachi ( email )

Karachi, Sindh
Pakistan

Rana Palwishah

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

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