مجلة النمو الاقتصادي والمقاولاتية
Volume 8, Numéro 3, Pages 60-72
2025-10-19
The Impact Of Marketing Information Systems On The Competitive Environment: The Case Of The Gica Group
Authors : Mohammed Azizi Yasmine . Ferguen Samy .
Abstract
This study investigates the impact of the marketing information system (MIS) on the competitiveness of firms in an increasingly competitive environment, where businesses must constantly adapt their strategies and rely on reliable information to make effective decisions. The research adopts a quantitative approach to explore the relationships be-tween key components of the MIS: internal reports, marketing research, and marketing intelligence and their influence on firms' ability to sustain a competitive advantage. Specific hypotheses were formulated to assess the links between these variables, and data were collected from managers across the GICA Group. The analysis reveals that each component of the MIS significantly contributes to enhancing strategic deci-sion-making and improving organizational responsiveness to market dynamics. The findings underscore the strategic importance of a well-structured MIS in helping firms maintain their competitive positioning by providing timely, accurate, and relevant infor-mation. The study concludes that integrating internal reporting, research, and intelligence functions into a cohesive information system is essential for firms seeking to adapt to en-vironmental changes and maintain long-term competitiveness.
Keywords
marketing information system ; competitiveness ; internal reports ; marketing research ; marketing intelligence
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