The Impact of Competitive Intelligence on Sustainable Competitive Advantage through Marketing Innovation in the Light of Resource-based View of Strategic Management

Abstract

Resource-based view as a cornerstone of strategic management was examined in the current study investigating one key source of sustainable competitive advantage, which is competitive intelligence as supported by marketing innovation. Structural equation modeling was carried out to process data collected for the purpose of the current study on the basis of a quantitative descriptive analytical research design.

Competitive intelligence results exert significant effects on marketing innovation activities and sustainable competitive advantage drivers in a structural model where marketing innovation is positioned in the eye of that effect.