The Effects of Marketing Intelligence and Business Intelligence on Achieving Competitive Advantage in the Phmaceutical Distribution Industry Regarding the Moderating Role of Competitive Intelligence

Pharmaceutical distribution industry, as one of the most important parts of the drug supply chain, is in an environment where, on the one hand, internal factors and, on the other hand, competition with large multinational corporations has exposed it to various risks and dangers. Investigating the impact of different in-house variables and outsourcing variables helps to increase the efficiency and competitive ability of companies active in this industry and helps them gain competitive advantage. In order to advance the competitive objectives of active distribution organizations, accurate analysis of the business environment by expert and intelligent staff, as well as logical observation of competitors, is one of the most effective and strategic measures. The statistical population of the research includes senior, middle and operational managers of pharmaceutical distribution companies in Tehran, whose number is six hundred and two. According to the Morgan table, the sample size should be 232. Considering the importance and sensitivity of the subject matter of the research, as well as the predictive rate of return of the questionnaires, using a simple random sampling, 382 questionnaires, whose validity and relaibility were approved, were distributed among 371 managers. Regarding the inappropriateness of some questionnaires, 331 questionnaires were finally analyzed. To analyze the data, the modeling of structural equations using LaserL software was used. The results of the research indicate that in the drug distribution companies, information (type of information, the use of information, information resources), creativity and IQ, have a positive role in increasing marketing intelligence. They have a positive impact on business intelligence as well. Business intelligence, with receiving an impact from the moderating variable of competetive intelligence, gains competetive advantage in pharmaceutical distribution industry.