Rekabet İstihbaratının Uluslararası Pazar Seçimindeki Rolü

Abstract

The purpose of this study is to investigate the relationship between competitive intelligence and international market selection. With the research problems formulated in this context, it is sought to answer how the status of competitive intelligence in Turkey is, for what objectives competitive intelligence is used and whether the use of competitive intelligence in international market selection provides competitive advantage for businesses. The research questions and hypotheses were analyzed by using variance analysis, correlation analysis, multiple linear hierarchical regression analysis and interaction analysis with data obtained from managers of 115 businesses which have competitive intelligence applications in Turkey. The findings of the study showed that, competitive intelligence is used for providing strategic advantage, strategic planning and decision making. Besides, the level of implementation of the competitive intelligence was found to be higher in big businesses and those with high export intensity and high export diversity. The findings also revealed that the moderating effect of competitive intelligence on the relationship between international market selection and export performance is significant for export diversity and export profitability. In this regard, the use of competitive intelligence in international market selection provides competitive advantage for businesses. Therefore, competitive intelligence is an important component of international marketing strategy formulation.