Explaining the Effect of Competitive Intelligence on the Promotion of Packaging and Brand Position with the Mediating Role of Organizational Performance

Document Type : Original Article

Authors

1 Department of Management, Tolou-e- Mehr non-profit Institute of Higher Education, Qom, Iran

2 Department of Management, Farahan Branch, Islamic Azad University, Farahan, Iran

3 Masters In Executive Management, Department of management, Faculty of management, Farahan Branch, Islamic Azad University, Farahan, Iran

Abstract

The purpose of this study is to explain the effect of competitive intelligence on the promotion of packaging and brand position with the mediating role of organizational performance. This descriptive-survey research is of correlation type with applied nature and in terms of cross-sectional time. The statistical population of this study includes all employees of Noavar Hava Engineering Company in Tehran. Using Cochran's formula, 152 people were selected as a statistical sample by simple random sampling. The research measurement tool is a questionnaire. Formal and content methods were used to measure the validity of the questionnaires and Cronbach's alpha was used to determine its reliability, which was estimated to be 0.891. Kolmogorov-Smirnov test was used to check the normality of the data and structural equation method with Smart PLS software was used to analyze the data. The results showed that competitive intelligence has a significant effect on brand promotion with the mediating role of organizational performance in Noavar Hava Company. Also, competitive intelligence has a significant effect on brand promotion and organizational performance. Therefore, tomorrow's success in business is one of those organizations that have more insight and awareness about themselves and the competitive environment.

Keywords

References

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History

  • Receive Date: 21 May 2020
  • Revise Date: 20 June 2020
  • Accept Date: 21 November 2020
  • Publish Date: 20 December 2020

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