Abstract
This study examines the impact of competitive analysis on the creation of marketing opportunities in Algerian startups, while investigating the mediating role of marketing intelligence. Using a sample of 30 startups and the PLS-SEM approach through SmartPLS 4, the findings reveal that competitive analysis positively influences both marketing intelligence and marketing opportunities. The results also confirm that marketing intelligence partially mediates this relationship, enhancing startups’ ability to identify and exploit market opportunities. The study highlights the strategic importance of transforming competitive information into actionable marketing knowledge to strengthen competitiveness and growth.
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