The Effect Of Competitive Intelligence On Marketing Effectiveness In The Ethiopian Steel Manufacturing Industries
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Mekoya, Gebeyehu | |
| dc.date.accessioned | 2019-11-06T10:33:19Z | |
| dc.date.accessioned | 2023-11-04T14:08:08Z | |
| dc.date.available | 2019-11-06T10:33:19Z | |
| dc.date.available | 2023-11-04T14:08:08Z | |
| dc.date.issued | 2019-06 | |
| dc.description.abstract | The purpose of this study was to empirically investigate the effect of competitive intelligence on Marketing Effectiveness in the steel manufacturing Industries in Ethiopia. It followed a deductive form of research approach and the research design was explanatory. The target population of this study is seventeen steel/rebar manufacturing industries in Ethiopia. Since, my study is organization based, key informants from the seventeen industries in Ethiopia constituted the study. The two key informants are: Marketing managers, and sales managers, giving a total of thirty four respondents who were administered the copies of the questionnaire. Upon retrieval and data cleaning, 30 copies were subjected to Data analysis. Data analyses were aided by the use of SPSS version 21.0. In this research competitive intelligence is diffused in to sub variables which all combine to make competitive intelligence. The sub variables include market place opportunities, competitor threats, competitive risks, core assumptions and vulnerabilities. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. The finding revealed that there are positive and significant relationships between market place opportunities & core assumptions as dimensions of competitive intelligence with customer philosophy(Marketing effectiveness), and there is a positive and significant relationship between market place opportunities with competitive risks and core assumptions. Eventually, this study recommends appropriate actions for companies in using competitive intelligence as a means of overcoming the intense competition that exist in the market, and be effective in their marketing | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/19935 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | competitive intelligence | en_US |
| dc.subject | marketing effectiveness | en_US |
| dc.subject | steel industries | en_US |
| dc.title | The Effect Of Competitive Intelligence On Marketing Effectiveness In The Ethiopian Steel Manufacturing Industries | en_US |
| dc.type | Thesis | en_US |