The Role of Marketing Intelligence in Achieving the Competitive Advantage of Entrepreneurial Organizations: An Empirical Study on Jordanian Telecom Companies

Abstract

In view of the importance of the role of marketing intelligence in the success of entrepreneurial organizations and achieving their competitive advantage in different business environments, the study community may consist of all three telecommunications companies in Jordan, namely Zain, Orange, and a security company whose names were obtained through the data of the Ministry of Digital Economy and Entrepreneurship Where 6 questionnaires were distributed to each company, and the request to fill out these questionnaires by marketing managers in each company was completely restored, as the number of investments mobilized reached 102 questionnaires, and after reviewing them, two questionnaires were excluded because they were not completely filled out, thus the proportion of questionnaires valid for analysis is 99% of what has been distributed

The results of the study concluded that there is a high concentration of Jordanian communication companies on the importance of marketing intelligence in order to achieve a competitive advantage in providing services to customers through the use of the marketing and promotional mix in products and services and research and development, especially with regard to providing new products and services and developing existing products and services but they give attention Less to take advantage of ideas that may seem strange at first sight

The results of the study indicated the warning of Jordanian telecommunications companies to take risks and transfer research activities that can help to creativity and this is an indication of the tendency of these companies towards guaranteed ideas and low-risk products. There is no doubt that this trend can be in front of developing products that carry a degree of risk and thus reduce the margin of creativity.