Investigating the Effect of Marketing Intelligence on Technological Entrepreneurship with Mediating Role of Business Intelligence in Azaam Auto Parts Group

Due to the atmosphere of global competition and the changes and transformations that are rapidly occurring in today's world, companies create the conditions for technological entrepreneurship to secure their survival. In the meantime, companies that can develop the business intelligence of their employees, especially in the marketing and sales units, the key units of every company, and can create a kind of coordination and integration between the main units will be successful. Therefore, this research aims to investigate the impact of marketing intelligence on technological entrepreneurship with the mediating role of business intelligence. The research is an applied study in goal and a descriptive and correlational study in methodology. The statistical population of the research is all the Azaam Auto Parts Group (AAPG) employees, numbering 630 people. The sample size was determined to be 242 using Morgan's table. They were selected based on the stratified random sampling method. A standard questionnaire was used to measure the variables. The validity of the questionnaire was determined by diagnostic, convergent, and divergent validity, and its reliability was evaluated with Cronbach's alpha coefficient. The research model was tested using structural equation modeling in LISREL software. The results showed that marketing intelligence significantly affected technological entrepreneurship and business intelligence in the AAPG. Also, the positive and significant relationship between business intelligence and technological entrepreneurship was confirmed. Finally, marketing intelligence and technological entrepreneurship intensify by the variable of business intelligence. If business intelligence increases, the effect becomes stronger, and if it decreases, this relationship becomes weaker.