Nexus Between Consumer Insight and Competitive Advantage: Examining the Mediating Role of Technology Adoption in SMEs Ethiopia.
Abstract
With an emphasis on both direct and mediated impacts, this study investigates the connections among competitive advantage, technology adoption, and consumer understanding. It proves that by allowing businesses to modify their tactics to suit the needs of the market, consumer insight directly affects competitive advantage. Furthermore, the study finds that technology adoption plays a key mediating role in this connection, suggesting that businesses that successfully use consumer insights are more likely to implement pertinent technologies that improve their competitive posture. The results emphasize how crucial it is to incorporate consumer knowledge into strategic decision-making and how technology plays a crucial role in enabling competitive advantage. This two-pronged strategy emphasizes how important it is for businesses to collect customer insights and turn them into workable technology plans. Businesses may better negotiate the intricacies of the contemporary marketplace and attain long-term success by doing this. Future studies should examine the contextual elements affecting these dynamics as well as the particular technology that best facilitate this interaction.
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
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