The Impact of Marketing Intelligence Based on Internet of Things and Customer Experience Management on Sustained Competitive Advantage: The Mediating Role of Innovation Capability (Case Study: Snowa Company)

Given the significance of Marketing Intelligence (MI), the Internet of Things (IoT), Customer Experience Management (CEM), and Innovation Capabilities (IC) within a competitive landscape, further research is essential to explore how these concepts can be effectively integrated to achieve sustained competitive advantage (SCA). Consequently, it is essential for the company to understand how to effectively apply these concepts in order to achieve sustainable competitive advantage (SCA). This study explores the influence of IoT, CEM, MI and IC on the attainment of SCA. Using a structural equation modeling approach and Smart-PLS software, we examined data obtained from ۲۰۶ managers and employees at Snowa Company. Our research indicates that integrating IoT and CEM concepts into marketing intelligence represents the most effective strategy for boosting innovation capabilities and securing a sustainable competitive advantage for Snowa Company. By implementing this integration, company managers can improve their marketing and innovation skills, reinforce strategic solutions, and attain Sustainable Competitive Advantage (SCA).

کلیدواژه ها:

Internet of Things ، Customer Experience Management ، Marketing Intelligence ، Innovation Capabilities ، Sustained Competitive Advantage