The Impact of Marketing Intelligence on Innovation and Technological Entrepreneurship in Jordan Telecommunication Company ( Empirical Study )

Abstract

The aim of this study is to know the impact of marketing intelligence variables (intelligence product, competitors intelligence, database, customer understanding, understanding the market) on technological innovation. The  JTC is chosen for this study. The importance of the study comes from the fact that marketing intelligence is one of the important topics in the continuous technological developments, entrepreneurship and fast connection where the global business environment has become more competitive and faces many challenges which require conscious and systematic approach by departments and organizations. Despite the adoption of recent technologies in different business areas for technological and managerial organizations,  there is still a failure by organizations in the use of  marketing intelligence systems, which gives organizations strengths and ability to last and becomes unique.  We must not forget role of these systems in technological innovation which help organizations in providing new products and services. The questionnaire was developed to collect data from the study’s community  which includes 150 employees in order to achieve the objectives of the study and testing of hypotheses. The main conclusions and recommendations of this study are the existence of statistically significant impact for marketing intelligence dimensions in technological innovation,  the need of organizations to adopt modern technology in developing their work due to its high precision in business achievement. also,  establish the concept of technological innovation in organizations, which gives it competitive advantage in the market.  Continuous attention for technology analysis and data manipulation tool in the telecom company offers advanced analysis of data structure  and support the decision-making process. Continuous development and updating of the database by JTC since it is a large databases that store huge amounts of data.  In addition to that, we the need to understand the customer because the core all organizations.

Keywords : intelligence , marketing , marketing intelligence , database , understanding the customer , understand the market , competitors intelligent , intelligent product, technological innovation , communications company , Jordan