Volume 14, Issue 55 (Summer 2026)
IUESA 2026, 14(55): 73-90 |
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Azimidastgerdi S, Tabatabai Mozdabadi S M. Analysis and Prioritization of Business Strategy Dimensions Based on Marketing Intelligence Using the SWARA Method. IUESA 2026; 14 (55) :73-90
URL: http://iueam.ir/article-1-2288-en.html
URL: http://iueam.ir/article-1-2288-en.html
Abstract: (11 Views)
Environmental turbulence and the increasing intensity of competition in the intercity freight transportation industry have compelled companies to adopt intelligent and data‑driven approaches for developing effective business strategies. Marketing intelligence, as a key organizational capability, plays a crucial role in analyzing the competitive environment, understanding customer behavior, and supporting strategic decision‑making. Despite its growing importance, the underlying dimensions of marketing‑intelligence‑based business strategy and their relative priorities have not been systematically examined within the context of Iran’s transportation industry. The purpose of this study is to identify, analyze, and prioritize the components influencing business strategy based on marketing intelligence in this sector. First, an initial pool of components was extracted through an extensive review of theoretical foundations and prior research. Subsequently, the fuzzy Delphi method and expert judgment were employed to screen and validate these components. In the next step, the SWARA multi‑criteria decision‑making method was applied to determine the relative importance and prioritization of the validated indicators. The findings indicate that environmental and competitive factors, strategic infrastructures, data quality, and performance outcomes constitute the most influential dimensions in formulating marketing‑intelligence‑based business strategies. Conversely, some components—such as regulatory requirements or information needs—were assigned lower relative importance by experts. The results of this study, by presenting a contextualized analytical framework, can serve as a basis for strategic planning in transportation companies and for policymaking in the digitalization and intelligent transformation of the industry.
Type of Study: Research |
Subject:
Entrepreneurship
Received: 2026/06/1 | Accepted: 2026/06/22 | Published: 2026/06/22 | ePublished: 2026/06/22
Received: 2026/06/1 | Accepted: 2026/06/22 | Published: 2026/06/22 | ePublished: 2026/06/22
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