Designing a Competitive Intelligence Model with a Combined Approach to Interpretive Structural Modeling - Delphi Fuzzy (Case Study: Food Industry Entrepreneurial Companies in Tehran Province)

In todaychr('39')s competitive world, the optimal use of environmental opportunities and the creation of sustainable competitive advantage are among the main concerns of companies. One of the most important techniques in creating a competitive advantage is competitive intelligence. The aim of this study was to design a competitive intelligence model in the food industry, so the combination of fuzzy Delphi method and interpretive structural modeling has been used. In this study, the opinions of 16 experts involved in the field of food industry in Tehran province who were selected by judgment and snowball technique were used. For component screening, the fuzzy Delphi method was used. Among the 39 identified indicators, the average de-fuzzy of the three indicators was less than 0.7, so 36 indicators were identified in the form of 6 components. Then, structural-interpretive modeling was used to level the identified components. The results of ISM showed that the components are in three levels and the foundation of competitive intelligence in the food industry is primarily the institutional and social components, the second component of competitors and the third strategic components, technology and market. Also, the results of MICMAC analysis showed that the components of institutional and social intelligence are in the independent cluster and the components of strategic intelligence, technology and market are in the dependent cluster and competitorschr('39') intelligence is in the autonomous cluster.