Investigating the Effect of Business Intelligence, Organizational Learning, and Organizational Innovation on Creating Competitive Advantage in Market Development and Exports (Case Study: Companies and Factories of North Khorasan Province)

Abstract

Objective: Nowadays, companies and factories are trying to take the lead in creating a competitive advantage for maintaining and expanding the market and export through new technologies, organizational learning, and innovation. Companies and factories face opportunities and threats in domestic and foreign markets because of growing competition, more informed customers, more expectations, and rapid technological developments. Therefore, this research investigates the impact of business intelligence, organizational learning, and organizational innovation on creating a competitive advantage in market development and export.

Methodology: This research is descriptive-survey methodologically and applied and correlational in terms of purpose. Its statistical population includes 201 managers and experts of companies and factories in North Khorasan Province (Bojnoord Cement Company, Jajrom Alumina Factory, Esfarain Industrial Complex, Esfarain Lule Gostar Company, etc.). Cochran's formula was used to determine the sample size for the statistical population of 201 people. It selected 132 people as a sample through a stratified relative random method. Its tools were standard questionnaires of business intelligence {Perovich, (2012)}, organizational innovation {Jimens et al., (2008)}, organizational learning {Nifa, (2001) quoted by Azizi, (2013)} and competitive advantage {Lee et al., (2006)}. The validity of the questionnaires was confirmed by the supervisor. Cronbach's alpha coefficient was appropriate for measuring the reliability of the questionnaires. The coefficient was (0.898) for the variable of business intelligence, (0.931) for organizational learning, (0.874) for organizational innovation, and (0.889) for competitive advantage. The research used Spss 26 software for analyzing descriptive statistics, and Amos 24 software for inferential statistics (structural equation method).

Findings: As the results show, companies should reduce costs to increase efficiency and effectiveness by improving customer service and creating more value. Companies will survive and improve their positions by focusing on all aspects of competition, i.e., up-to-date technology, quality, price, speed of customer response, and innovation; in this way, they take the lead by gaining a competitive advantage.

Conclusion: Achieving a competitive advantage is vital in today's business world. This advantage leads to a company's ability to attract customers, increase market share, increase profits, and finally survive in the market. Several factors can create a competitive advantage, the most important of which are business intelligence, organizational learning, and organizational innovation.