The Impact of the Internet of Things, Customer Relationship Management, Customer Experience Management, and Marketing Intelligence on Achieving Sustained Competitive Advantage (case study: Snowa Company)

Abstract

Despite the importance of Marketing Intelligence (MI) and the Internet of Things (IoT), Customer Relationship Management (CRM), and Customer Experience Management (CEM) in the competitive context, more research on the integration of these concepts for sustained competitive advantage is necessary. Thus, Snow Company must effectively utilize these concepts to establish a sustained competitive advantage. Therefore, this study investigates the impact of IoT, CRM, CEM, and MI on attaining sustained competitive advantage. By employing a structural equation model and Smart-PLS software, we analyzed data collected from 186 managers and employees of Snowa Company. Our findings indicate that integrating IoT, CRM, and CEM concepts into marketing intelligence is the most beneficial strategic approach for achieving sustained competitive advantage for Snowa Company. Through this integration, company managers can enhance their marketing and innovation capabilities, strengthen strategic solutions, and achieve sustained competitive advantage.

Keywords

• internet of things
• customer relationship management
• customer experience management
• marketing intelligence
• sustained competitive advantage