Title: Building marketing intelligence capability with the internet of things for competitiveness: empirical evidence of selected retail companies in Oman

Authors: Ahmed Abubakar; Haim Hilman Abdullah

Addresses: Faculty of Business, Sohar University, Sohar, Sultanate of Oman ' School of Business Management, Universiti Utara Malaysia, Sintok, Kedah, 50250, Malaysia

Abstract: Purpose: The changing nature of the modern world, especially in marketing decisions, provides a severe challenge to retail organisations. Thus, this study recommended that marketing intelligence be combined with internet of things (IoT) capabilities in order to gain a competitive advantage. The IoT is capable of perceiving the physical world, detecting and recording changes, and responding appropriately. Companies with strong IoT capabilities can restructure and adapt their marketing intelligence skills to stay competitive. Methodology: Using survey data from 258 respondents of retail organisations, structural equation modelling was used to evaluate the hypothesis. Findings: The results showed that IoT capability is positively linked to marketing intelligence. Originality: Empirically, it has been established that IoT capability is required for marketing intelligence in retail companies in Oman. The belief is that retailers should use the IoT to increase their marketing intelligence and so get a competitive advantage.

Keywords: capability; competitiveness; information technology; IoT; internet of things; marketing intelligence; RBT; resource-based theory.

DOI: 10.1504/JGBA.2021.125016

Journal for Global Business Advancement, 2021 Vol.14 No.6, pp.750 - 767

Received: 30 Mar 2022
Accepted: 30 Mar 2022
Published online: 22 Aug 2022 *

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