Competitive Intelligence and Organizational Sustainability in a Harsh Economy: The Mediating Effect of Product Positioning and Innovation Capability

Abstract

The present economic situation and the level of competitiveness in the global marketplace are increasing at an alarming rate. Many organizations face challenges sustaining their operations during rapid technological advancements and innovations. To address these challenges, this study determined the influence of competitive intelligence (CI) on the sustainability of manufacturing companies in Nigeria, focusing on the novel contribution of product positioning and innovation capability as mediating influences on the established nexus. Three hundred ninety-six (396) employees were surveyed from selected manufacturing companies in Nigeria using a quantitative approach. At the same time, the data obtained was analyzed using the partial least square structural equation model (PLS-SEM) and the Sobel test to determine the association level among the variables captured in this study. The finding proves a positive nexus exists between competitive intelligence (CI) and organizational sustainability. Furthermore, product positioning and innovation capability were significantly and positively correlated with competitive intelligence and organizational sustainability. Similarly, the findings revealed that product positioning and innovation capability mediated the association between CI and organizational sustainability. Hence, companies should integrate product positioning and innovation capability for their business sustainability through competitive intelligence to enhance and maintain their competitive edge in the marketplace.