The contribution of advanced manufacturing in enhancing marketing intelligence: A survey study of the opinions of a sample of workers in Badush Cement Factory in Nineveh Governorate

Abstract

The present study aims to examine the relationship between advanced manufacturing and marketing intelligence, focusing on both their influence and association. Specifically, the research investigates the extent to which the dimensions of the independent variable, advanced manufacturing—comprising computer-aided manufacturing, computer-aided design, flexible manufacturing systems, and material handling technologies—affect the dependent variable, marketing intelligence. The dimensions of marketing intelligence include product intelligence, customer intelligence, market understanding, and competitor intelligence.The study is conducted at Badoush Cement Factory in Nineveh Governorate, utilizing a questionnaire as the primary data collection tool. The collected data, based on a sample of 199 respondents representing employees of the organization under study, were analyzed using SPSS (Version 24) and AMOS (Version 24). The statistical methods applied include percentage analysis, arithmetic mean, standard deviation, coefficient of variation, and response intensity.The findings confirm a significant influence of advanced manufacturing on marketing intelligence at varying levels within the organization. Furthermore, the study presents several recommendations, the most notable of which is the need to enhance the adoption of advanced manufacturing approaches and develop a more expressive and data-driven marketing intelligence strategy to achieve the organization’s objectives effectively.