Effect of Applying Business Intelligence on Export Development and Brand Internationalization in Large Industrial Firms

Abstract

Possessing an international brand in an exclusive field can play a critical role in developing exports. On the other hand, monitoring market conditions and predicting the changes caused by the physical separation and distance between the upstream and downstream markets and asymmetric information is challenging in export markets. Accordingly, it is necessary to manage this issue by adopting business intelligence tools. To this end, using a descriptive–correlation method, the present study investigated the effect of applying business intelligence on export development and brand internationalization in large industrial firms. To collect the data, three questionnaires were distributed among 161 employees at the headquarters of Isfahan’s Mobarakeh Steel Company. The validity and reliability of the research questionnaires were confirmed. Data analysis was performed with SmartPLS and SPSS software. The findings indicated the effect of applying business intelligence on export development and brand internationalization in large industrial firms. We also performed additional analyses to deepen the results of the verified hypotheses to identify the best business intelligence dimensions for the prediction of export development and brand internationalization. The conclusion that can be drawn from our findings is that business intelligence and its tools can provide companies with an optimal understanding of organizational processes, appropriate responses to the behavior of competitors, and the ability to identify the needs of global customers by developing the best value chain.