تأثير نظام الذكاء التسويقي في الاستراتيجيات التنافسية: دراسة تطبيقية لآراء عينة من شركات السفر والسياحة في بغداد

Noor Khaleel Al-Jubouri; Muthanna Maan Al-Obaidi

doi:10.51173/jt.v5i1.805

Authors

Noor Khaleel Al-Jubouri Al-Mustansiriya University - College of Tourism Sciences, Baghdad, Iraq
Muthanna Maan Al-Obaidi Al-Mustansiriya University - College of Tourism Sciences - Tourism

DOI:

https://doi.org/10.51173/jt.v5i1.805

Keywords:

Marketing intelligence system, Competitive strategies, Travel and tourism companies in Baghdad, Porter's Strategies, marketing intelligence

Abstract

The research aims to identify the nature of the relationship between the marketing intelligence system and competitive strategies, and the research problem arises in answering the question: Do tourism companies rely on the marketing intelligence system in collecting data on the internal and external environments and on competitors’ movements and determining the needs of customers in providing service? What is the level of interest of the senior management of tourism companies in marketing intelligence? A sample of the 123 travel and tourism companies operating in Baghdad was selected. The questionnaire was used as a measurement tool. The descriptive analytical approach was adopted in analyzing the answers of the sample members, which numbered 146 managers and officials in the travel and tourism companies in question. The data was processed using the analysis program. The statistician (SPSS V.25) The research reached a number of conclusions, the most important of which is the existence of an impact and correlation between the marketing intelligence system and the competitive strategies of travel and tourism companies operating in Baghdad. An information base related to customers, their tastes and market developments, in addition to monitoring competitors' movements in order to provide the necessary marketing information to help managers take the right decision in applying the appropriate competitive strategy for survival and continuity in the tourism market.

Downloads

Download data is not yet available.

Author Biographies

Noor Khaleel Al-Jubouri, Al-Mustansiriya University - College of Tourism Sciences, Baghdad, Iraq

Tourism Department

Muthanna Maan Al-Obaidi, Al-Mustansiriya University - College of Tourism Sciences - Tourism

Tourism Department

References

K. Kowlesar, “Marketing intelligence system implementation in B2B service marketing environment An explorative case study,” Delft University of Technology, 2019.

R. Heang, “Book Review: the Use of Market Intelligencein Competitive Analysis,” pp. 1–10, 2017, [Online]. Available: http://www.diva-portal.org/smash/record.jsf?pid=diva2:1080913.

E. Rotich, “Effects of marketing intelligence on sales performance of bancassurance among financial institutions in Kenya,” 2016, [Online]. Available: http://erepository.uonbi.ac.ke/handle/11295/98934%0Ahttp://erepository.uonbi.ac.ke/bitstream/handle/11295/98934/Rotich Emmaculate_Effects of Marketing Intelligence on Sales Performance of Bancassurance Among Financial Institutions in Kenya.pdf?sequence=1.

J. Frates and S. Sharp, “Using business intelligence to discover new market opportunities,” J. Compet. Intellience Manag., vol. 3, no. 2, pp. 16–28, 2005.

C. Mulwa, “purpose of marketing analysis Using XML Topic Maps to Create a Knowledge Model of Postgraduate Computer Science Degrees in Ireland for the Purpose of Marketing Analysis,” Dublin, 2008.

S. “Mohammadsaid” S. Freihat, “the Role of Marketing Information System in Marketing Decision-Making in Jordanian Shareholding Medicines Production Companies,” Ijrras, vol. 11, no. May, pp. 326–336, 2012.

G. L. Jamil, “Approaching Market Intelligence Concept through a Case Analysis: Continuous Knowledge for Marketing Strategic Management and its Complementarity to Competitive Intelligence,” Procedia Technol., vol. 9, no. Mi, pp. 463–472, 2013, doi: 10.1016/j.protcy.2013.12.051.

L. P. K. Ade, A. M. Akanbi, and A. I. Tubosun, “The influence of marketing intelligence on business competitive advantage (a study of diamond bank Plc),” J. Compet., vol. 9, no. 1, pp. 51–71, 2017, doi: 10.7441/joc.2017.01.04.

S. K. Vishnoi and T. Bagga, “Marketing Intelligence: Antecedents and Consequences,” in SSRN Electronic Journal, 2020, no. January, pp. 1–9, doi: 10.2139/ssrn.3563107.

P. Ross, C. G. McGowan, and L. E. J. Styger, “A Comparison of Theory and Practice in Market Intelligence Gathering for Australian Micro-Businesses and SMEs,” SSRN Electron. J., pp. 1–17, 2013, doi: 10.2139/ssrn.2253691.

C. J. Fonseca et al., The Handbook of Market Intelligence, 1st ed. New Yourk: John Wiley & Sons, 2012.

P. Venter and M. J. van Rensburg, “The relationship between marketing intelligence and strategic marketing,” South African J. Econ. Manag. Sci., vol. 17, no. 4, pp. 440–456, 2014, doi: 10.4102/sajems.v17i4.642.

M. Pankaj Chavan and N. Berad, “Market Intelligence To Develop Product & Brand Strategies For Fast Changing Market Segment,” IOSR J. Bus. Manag., pp. 44–49, 2014, [Online]. Available: https://ssrn.com/abstract=3421315.

R. Gitau, J. N., Mang’ana, “The effect of cost leadership strategy on performance of commercial banks in Nairobi County, Kenya,” Int. Acad. J. Hum. Resour. Bus. Adm., vol. 3, no. 10, pp. 167–179, 2021, [Online]. Available: https://edinburgjournals.org/journals/index.php/journal-of-finance-and-accountin/article/view/53%0Ahttps://edinburgjournals.org/journals/index.php/journal-of-finance-and-accountin/article/download/53/46.

C. H. Wuen, F. Ibrahim, and K. J. Ringim, “Mediating effect of competitive strategy in the relationship between strategic human resource management and performance of small and medium enterprises in Brunei Darussalam,” Middle East J. Manag., vol. 8, no. 2/3, pp. 254–277, 2021, doi: 10.1504/mejm.2021.114010.

C. K. Mutinda and E. Mwasiaji, “Competitive Strategies and Performance of Family Owned Supermarkets in Machakos County, Kenya,” Int. Acad. J. Hum. Resour. Bus. Adm., vol. 3, no. 3, pp. 31–51, 2018.

E. A. Chzhan, V. S. Tynchenko, V. V. Kukartsev, N. V. Fedorova, A. S. Yamshchikov, and D. A. Krivov, “Essence and classification of the agribusiness organizations competitive strategies,” IOP Conf. Ser. Earth Environ. Sci., vol. 315, no. 2, 2019, doi: 10.1088/1755-1315/315/2/022106.

S. Subagio, T. Ratnawati, and M. S. Ridwan, “The Influences of Internal Capabilities, External Network and Value Chain Strategy on Competitive Strategy in Improving Company Performance in Food and Beverage MSME Companies in East Java,” Int. J. Sci. Eng. Sci., vol. 5, no. 12, pp. 69–75, 2022, [Online]. Available: http://ijses.com/wp-content/uploads/2022/01/56-IJSES-V5N12.pdf.

M. Taghipour, P. Barzegar, M. Mahboobi, and S. Mohammadi, “Investigating the Relationship between Competitive Strategies and Corporates Performance-Case Study: Parsian Banks of Tehran,” vol. 3, no. June, pp. 2617–4596, 2020, doi: 10.31058/j.mana.2020.34002.

H. Kornelius, I. Bernarto, A. W. Widjaja, and A. Purwanto, “Competitive strategic maneuverability: The missing link between strategic planning and firm’s performance,” Int. J. Adv. Sci. Technol., vol. 29, no. 3, pp. 7413–7422, 2020.

M. A. Hitt, R. D. Ireland, and R. Hoskisson, Strategic Management Competitiveness & Globalization (9th Edition) [Libro]. 2011.

E. I. Wanyonyi, E. W. Gathungu, H. K. Bett, and D. O. Okello, “Determinants of Porter’s competitive strategy utilization among agro-dealers in Kenya,” Cogent Food Agric., vol. 7, no. 1, 2021, doi: 10.1080/23311932.2020.1865595.

maamar krobba Mesoauda, Zegmmi, “The Impact of Porter’s General Strategies on Organizational Performance- Case Study of Algeria Telecom-Laghouat.,” JJournall off Econ. Hum. Devellopment, vol. 10, no. 2, pp. 87–101, 2019.

T. L. Wheelen and J. D. Hunger, strategic Management and Business Policy, 5th ed. Boston: Pearson, 2012.

H. Ingabire and E. N. Irechukwu, “Generic Competitive Strategies and Organizational Performance in Manufacturing Industries in Rwanda: A Case of Sulfo Industries Ltd,” J. Strateg. Manag., vol. 6, no. 1, pp. 9–25, 2022, doi: 10.53819/81018102t2032.

M. G. Haque, M. Munawaroh, D. Sunarsi, and A. Baharuddin, “Competitive Advantage in Cost Leadership and Differentiation of SMEs ‘Bakoel Zee’ Marketing Strategy in BSD,” PINISI Discret. Rev., vol. 4, no. 2, p. 277, 2021, doi: 10.26858/pdr.v4i2.19962.

E. Hansen, E. Nybakk, and R. Panwar, “Pure versus hybrid competitive strategies in the forest sector: Performance implications,” For. Policy Econ., vol. 54, no. 1, pp. 51–57, 2015, doi: 10.1016/j.forpol.2015.02.001.

Rukia Atikiya, “Effect of Competitive Strategies on the performance of Manufacturing Firms in Kenya,” A thesis Submitt. Partial Fulfillment Degree Dr. Philos. Bus. Adm. (Strategic Manag. Option) Jomo Kenyatta Univ. Agric. Technol., 2015.

R. Tanwar, “Porter’s Generic Competitive Strategies,” IOSR J. Bus. Manag., vol. 15, no. 1, pp. 11–17, 2013, doi: 10.9790/487x-1511117.

F. M. M. Albalaki, Z. Abdullah, and H. Kamardin, “The Link between Competitive Strategies, Activity based Costing Implementation and Organizational Performance,” Int. J. Bus. Manag. Invent., vol. 7, no. 2, pp. 59–68, 2018.

Atieno Ouko Onyonyi A, “Effect of Competitive Strategies on Growth of Small and Medium Enterprises in Kenya Funded by Women Enterprise Fund Atieno,” A Thesis Submitt. Partial Fulfillment Degree Dr. Philos. Bus. Adm. (Strategic Manag. Jomo Kenyatta Univ. Agric. Technol., 2018.

M. De Oliveira, D. Fundação, G. Vargas, R. De Oliveira, A. Lopes, and F. G. Vargas, “Competitive Strategies With Bscand Project Portfolio Management: a Conceptual Model,” Researchgate.Net, no. August, 2021, doi: 10.11216/gsj.2021.08.53110.

K. Grinerud, W. K. Aarseth, and R. Robertsen, “Leadership strategies, management decisions and safety culture in road transport organizations,” Res. Transp. Bus. Manag., vol. 41, no. July 2020, p. 100670, 2021, doi: 10.1016/j.rtbm.2021.100670.

L. O. Oyewobi, A. O. Windapo, R. A. Jimoh, and J. O. B. Rotimi, “Performance, resources and capabilities of construction organisations: The mediating role of competitive strategies,” Int. J. Constr. Supply Chain Manag., vol. 9, no. 1, pp. 35–39, 2019, doi: 10.14424/ijcscm901019-35-59.

M. Alkhazraje, “The Competitive Strategies and its Role at Marketing Choice,” Master’s thesis, Bus. Adm. Dep., Coll. Econ. Adm. Al-Mustansiriya Univ. Iraq, p. 2015, 2015.

D. Depperu, G. Magnani, L. Crosato, and C. Liberati, “Growth of firms in a fragmented cultural industry: Italian commercial art galleries’ competitive strategies,” Sustain., vol. 13, no. 9, pp. 1–19, 2021, doi: 10.3390/su13095057.

H. E. Salavou, “Competitive strategies and their shift to the future,” Eur. Bus. Rev., vol. 27, no. 1, pp. 80–99, 2015, doi: 10.1108/EBR-04-2013-0073.

J. Roy and L. Mateo, “Implementation of Competitive Strategies in Export Processing Zone Industries in Quebec , Canada.,” Strat. Peer Rev. Journals B. Publ. J. Strateg. Manag., vol. 6, no. 1, pp. 1–8, 2022.