Examining the Mediating Role of Product Innovation in the Association between Marketing Intelligence and Competitive Advantage: An Applied Study on Telecommunications Companies in Egypt

Abstract

This study examines the association between marketing intelligence and competitive advantage in telecommunications companies in Egypt. Specifically, it investigates the role of product innovation from the managers' perspective as a mediator. The quantitative method was applied. Primary data was collected through an online questionnaire from managers dealing with marketing intelligence in telecommunications companies in Egypt. A convenience sampling technique was used. The sample size was 400 with valid responses of 384. Data was analyzed via (SPSS v22). The findings confirm the significant association between marketing intelligence and competitive advantage, and product innovation mediates that association. Additionally, the model has a high ability to predict competitive advantage through marketing intelligence and product innovation. The study recommends that telecommunications companies should depend more on marketing intelligence to speed up product innovation and achieve competitive advantage compared with competitors.