The Impact of Business Intelligence on Marketing Performance with Moderating Role of Environmental Turbulence

Abstract

In today's complex, dynamic and constantly changing environment, companies need to design and take systems and methods that can help them adapt themselves to the changeable and dynamic situation of competitive markets, and therefore improving marketing performance and generally the company's performance. In this regard, business intelligence systems as a new method and tool can be considered as an important factor to provide business companies with all the necessary information they need for achieving better marketing performance and mainly furthering the goals of the company. This study aimed to evaluate the influence of business intelligence on marketing performance of pharmaceutical and petrochemical companies considering the role of modifying environmental turbulence by identifying and introducing the most important and effective factors in commercial companies' marketing performance. The objective of this study is practical and the implementation is cross-sectional and field study has been used for collecting data. The statistical population is senior executives or sales and marketing managers of 122 pharmaceutical and petrochemical companies in the country. To evaluate it in these companies, a questionnaire consisting of 25 questions was prepared. To evaluate the reliability of the measuring tool, 30 people of the statistical population were asked to complete the questionnaire as a pilot and coefficient of Cronbach's alpha and reliability were estimated by examining factor loadings. The results of analysis show that business intelligence (technological and organizational business intelligence) has a positive effect on companies' marketing performance, and environmental turbulence also modify this relationship. The results indicate companies that use the business intelligence system for receiving, analyzing and using data to make decisions, have been able to achieve success in the perfectly competitive environment.