Business Intelligence Versus Competitive Intelligence in the Case of North African SMEs
This paper aims to develop a complete model of competitive intelligence (CI) in the case of North African SMEs. Specifically, the objective of this paper is to analyse the mediating and moderating effects of innovation and the protection of information assets in the relationship between business intelligence (BI) and international competitiveness of SMEs based on export intensity. To do this, we rely on the approach of Baron and Kenny (1986) The Moderator Mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6) 1173 1182 and Ping (1995) A parsimonious estimating techinque for interaction and quadratic latent variables. The Journal of Marketing Research, 32, 336 347 to identify respectively, the mediating and moderating roles of innovation and protection of information assets, and we focus on a sample of 180 North African companies. The results of this paper show that the relationship between BI and international competitiveness is both mediated by innovation and moderated by the protection of information assets. The originality of this research lies in the design of a CI model that integrates BI, mediation of innovation, moderation of the protection of information assets and the international competitiveness.
J. Inf. Knowl. Manag.