Exploring the effect of competitive intelligence on marketing effectiveness

Although competitive intelligence is an important tool for strategic planning and management in organizations, few studies have explored its impact on marketing effectiveness. The purpose of this paper is exploring the impact of competitive intelligence on marketing effectiveness through mediator variable of competitive advantage in food companies in Tehran. Statistical sample of this research is 231companies from 122food companies in Tehran. In this study, questionnaire was used for collecting data. Then, after collecting questionnaire from respondents, research data was analysed by using SPSS and LIZREL software. Findings show that there is a positive and significant relationship between competitive intelligence, marketing effectiveness and competitive advantage and the quality of competitive intelligence results in competitive advantage which in turn, increases marketing effectiveness in the organization.