The Effect Of Marketing Intelligence On Start-Up Organizations With The Mediating Role Of Organizational Learning

The purpose of this research is to investigate the impact of marketing intelligence on start-up organizations with the role of mediating organizational learning. This research is an applied study with a descriptive-survey method. The statistical population of the research includes all managers and marketing officials in manufacturing and service factories in Parand industrial town in Tehran province, which include 180 people. The sample size was estimated to be 123 people by Cochran's formula and they were selected by simple random method. Research data were collected by questionnaire and analyzed using SPSS software and multivariate regression test. The face and content validity of the questionnaire was estimated and the reliability of the instrument was measured by Cronbach's alpha coefficient, which was more than 0.70 in all questionnaires and dimensions. The results of the research showed that organizational learning has been more effective than marketing intelligence on the success of marketers and marketing managers of start-up organizations. The exact results indicate that organizational learning in dimensions; The total success in marketing, market analysis and selection of target markets has been stronger than marketing intelligence, but marketing intelligence only in two dimensions; The combination of marketing elements and marketing efforts has been more powerful than organizational learning.