DATA-DRIVEN GREEN MARKETING: LEVERAGING BUSINESS INTELLIGENCE TO ENHANCE THE COMPETITIVE ADVANTAGE OF INDUSTRIAL SMES

Abstract

This study aimed to explore how green marketing influences competitive advantage within Small and Medium Enterprises (SMEs), specifically focusing on the mediating roles of business intelligence (BI) and artificial intelligence (AI). Its primary goal was to understand how to leverage these technologies to boost competitive performance in the face of environmental and economic challenges.

The study employed a quantitative approach. Researchers collected data from a simple random sample of 359 Algerian industrial SMEs, drawn from 390 distributed questionnaires. They then used statistical analysis with SmartPLS4 software to analyze the data.

The results revealed a positive and statistically significant relationship between green marketing and competitive advantage, with BI exhibiting a complementary partial mediation of 46% in strengthening this relationship. The study recommends that SMEs adopt green marketing strategies supported by BI technologies to improve their competitive performance. It also emphasizes investing in AI technologies for better internal operations, but with a focus on integrating them with green marketing strategies.

This research paves the way for future explorations, such as investigating factors that influence AI adoption, analyzing other mediating variables, and conducting comparative studies across different industrial sectors. Such research could contribute to the development of effective strategies that support Algerian SMEs in achieving sustainable growth and a competitive edge in the global market.