The impact of SMEs Characteristics on Financial Performance Growth via the Mediating role of Prospective Marketing Intelligence and Strategic Flexibility

Subject Areas : Futurology

Rasoul mehdikhani ¹ (Department of Bussines Management, Urmia University, Urmia (Corresponding Athour))
changiz valmohammadi ² (Associate Professor, Department of IT Management in Islamic Azad University, South Theran branch)

Received: 2019-10-08 Accepted : 2020-01-12 Published : 2020-05-21

Keywords: Strategic Flexibility, Growth Financial Performance, Prospective marketing intelligence, SMEs Characteristics,

Abstract :

Aim: The purpose of this study is to analyze SMEs Characteristics on Financial Performance Growth via the Mediating Effect of Prospective Marketing Intelligence and Strategic Flexibility. Background: SMEs pharmaceutical as the main actors of the supply chain have become superior partners for larger companies, adopted with changing business scenario depends on Prospective Marketing Intelligence and Strategic Flexibility. Method: Data implemented with a sample mass of 175 SMEs managements. The research data were collected by questionnaire by email to the managers of SMEs. The validity and reliability of the questionnaire were confirmed before distribution. Data Analysis was conducted by SEM (Smart-PLS). Findings: SMEs characteristics have positive impacts on prospective marketing intelligence, prospective marketing intelligence has a positive impact on strategic flexibility and financial performance growth, and strategic flexibility has a positive impact on financial performance growth. SMEs characteristics don’t have meaningful impacts on performance growth. SMEs characteristics through prospective marketing intelligence have a positive effect on financial performance growth. Prospective marketing intelligence through strategic flexibility has a positive impact on financial performance growth. Conclusion: Managers use training about marketing intelligence to identify and extract strategic information sources and modify business strategies in line with environmental changes. Also, by utilizing marketing intelligence in social networks, they can gather information related to customers, competitors, products and markets faster and cheaper.