Title: Identifying and analytical evaluation of indicators of supply market intelligence of perishable products in online retailing

Authors: Mana Shakerin; Mohammd Reza Taghva; Zohreh Dehdashti Shahrokh; Iman Raeesi Vanani

Addresses: Allameh Tabataba'i University, Varzesh Sq., Dehkadeh Olampik, 14896-84511, Tehran, Iran ' Faculty of Management and Economics, Allameh Tabatab'i University, Q756+R4F Dehkadeh-ye-Olympic, Tehran Province, Tehran, Iran ' Faculty of Management and Economics, Allameh Tabatab'i University, Q756+R4F Dehkadeh-ye-Olympic, Tehran Province, Tehran, Iran ' Faculty of Management and Economics, Allameh Tabatab'i University, Q756+R4F Dehkadeh-ye-Olympic, Tehran Province, Tehran, Iran

Abstract: Today, information is strategically important at all levels in businesses. For those operating in the field of selling perishable items online, effective access to the latest/newest ideas, standards, etc., is seen as even more crucial; however, perishables have limited shelf life and therefore are susceptible to being lost or wasted due to weak and inadequate analysis of data related to supply chain, customers, competitors, and other main influential factors. The current paper aimed to identify supply market intelligence indictors for perishable items. To this end, using Sandelowski and Barroso's (2006) meta-synthesis method, 31 research studies were thoroughly reviewed and key indicators were extracted. Next, semi-structured interviews were conducted by local experts as to identify additional indicators. Purposive (judgemental) sampling was carried out based on expertise and experiential knowledge of individuals involved in e-commerce and perishables supply chain. A total of 90 indicators were developed in respect of supply chain, competitive intelligence, market intelligence, business intelligence and social business intelligence (social BI). As the findings indicated, the proper monitoring of indicators help managers to gain better insights into their businesses and achieve competitive advantages through improving supply chain efficiency and generating better customer understanding.

Keywords: supply chain; market intelligence; market information; perishable products; online retailing.

DOI: 10.1504/IJEMR.2026.151731

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.2, pp.129 - 148

Received: 26 Nov 2022
Accepted: 22 May 2023
Published online: 18 Feb 2026 *

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