Investigating the Effect of Marketing Intelligence on the Competitiveness of Online Sports Stores ‎with the Mediating Role of Innovative Performance

The aim of this study was to investigate the effect of marketing intelligence on the competitiveness of online sports stores with the mediating role of innovative performance. The present study was of applied type. The study was descriptive-analytical in terms of nature and has been done by the survey method. The statistical population consisted of all sellers of online sports stores in the city of Tabriz. In this study, a non-random sampling method was used. The data collection tool was a questionnaire. Structural equation modeling, including confirmatory factor analysis and path analysis, has been used to test the hypotheses. SPSS V25 and Smart-PLS.3.2.8 software were used to analyze the data. The findings showed that marketing intelligence had a moderate, positive, and significant relationship with competitiveness with the mediating role of innovative performance. According to the results, paying attention to effectiveness and usefulness, and supporting information technology and communication as components of marketing intelligence, as well as paying attention to various aspects of product, behavior, process, and strategy in the variable of innovative performance can play a major role in the development of online sports stores and help them achieve competitiveness.