چکیده مقاله
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 206 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
کلیدواژهها
نویسندگان
Ali Assaad
Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Iran
Ali Sanayei
Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
شیوه ارجاع
Assaad, Ali and Sanayei, Ali,1403,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),The 14th ECDC2025 international e-commerce conference with the approach of artificial intelligence, Internet of Things, business and metaverse,Shiraz
ارائهشده در
مجموعه مقالات چهاردهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۲۵ با رویکرد هوش مصنوعی، اینترنت اشیاء، کسب و کار و متاورس25 بهمن 1403 · شیراز