Document Type : Original Article
Authors
1 Ph.D Candidate in Department of Business Management, Central Tehran Branch, Islamic Azad University,Tehran, Iran.
2 Department of Business Management, Central Tehran Branch, Islamic Azad University,Tehran, Iran
Abstract
The current research was conducted with the aim of exploring the direction of the market of exported merchandise based on competitive intelligence in the era of digital economy among sample exporting companies. In order to carry out the research, a qualitative approach was adopted. The method used in this research is database theory. Sampling was a purposeful judgment and was followed until theoretical saturation was reached, which included a total of 10 exporting sample companies. The systematic process of the research included open coding, axial coding and selective coding, which was done using the strategies of analysis, questioning, comparison, reminders, schemas and paradigms. A revision was made while coding; The classification was done by confirming the results through reference to the subjects. The findings showed the paradigmatic pattern of export market orientation based on competitive intelligence in the era of digital economy including 6 main categories of causal conditions, context, phenomenon or central category, intervening conditions, strategies and the consequences. Causal conditions have 3 sub-categories of learning abilities promotion of customer-oriented culture, knowledge of export technology and R&D processes and identification of export market needs; background conditions include three sub-categories of competitive thinking, competitive export processes (technical evaluation) and competitive governance; intervening conditions include three sub-categories of market technical structure (new technologies), environmental uncertainty and global markets (export risks); the central phenomenon has three sub-categories of value chain (reward strategy), human resource empowerment and employee training (export intelligence); The strategies include three sub-categories of competitive value creation,
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