Determining Factors Affecting Competitive Intelligence in the Insurance Industry

Nowadays, competitive ability is the foundation of organizational survival. Competitive intelligence is considered a strategic management tool and one of the fastest-growing areas of business globally. The aim of this research in the insurance industry is to identify factors that affect competitive intelligence. This study, which is a combination of qualitative and quantitative methods, involves exploratory studies followed by exploratory interviews with insurance industry experts. The data obtained are coded and categorized using the grounded theory method. In the end, ۱۰۳ codes were extracted as competitive intelligence concepts and were categorized into ۱۱ components based on their semantic similarity. The research tool in this part is a researcher-made questionnaire, whose validity was calculated using the content method and its reliability was calculated using Cronbach's alpha coefficient of ۰.۹۲۹. The obtained data were ranked and prioritized using a fuzzy decision matrix. The research results led to the identification of ۸ main components of competitive intelligence in the insurance industry in order of priority: managerial intelligence, political intelligence, market intelligence, technological intelligence, competitor intelligence, financial intelligence, human intelligence, and legal intelligence.

کلیدواژه ها:

Competitive Intelligence ، Insurance Industry ، grounded theory ، fuzzy decision matrix.