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Competitor Orientation Effect on Augmenting Ethiopian SME Internal Technological Processes Through Customer Insight

Competitor Orientation Effect on Augmenting Ethiopian SME Internal Technological Processes Through Customer Insight
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Author(s): Gada Gizachew Wakjira (Bule Hora University, Ethiopia)and Shashi Kant (Lovely Professional University, India)
Copyright: 2026
Pages: 28
Source title: AI for Organizational Excellence and Inclusive Growth
Source Author(s)/Editor(s): Rafael Ignacio Pérez-Uribe (Invesproject, Colombia), David Ocampo-Guzmán (Universidad EAN, Colombia), Maria Teresa Ramírez-Garzón (Invesproject, Colombia)and Luz Janeth Lozano-Correa (Santo Tomas University, Colombia)
DOI: 10.4018/979-8-2600-0439-5.ch009

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Abstract

The purpose of this paper is to investigate how innovation future prospects pertaining to internal Artificial Intelligence sub structured technical capabilities in SMEs located in Ethiopia are influenced by orientation of competitor and insight of a customer. The outcomes manifest a modest positive association among innovation future prospects pertaining to internal Artificial Intelligence sub structured technical capabilities and orientation of competitor, with insight of a customer acting as a partial mediating factor. This manifests that corporates that actively monitor competitors and engage with customers are better positioned to innovate and augment their Artificial Intelligence sub structured technical capabilities. The implications of these outcomes manifest the necessity for SMEs to assimilate together competitor and customer analyses into their strategic frameworks. By fostering a proactive approach to get know market dynamics and customer wants, corporates can enhance their Artificial Intelligence sub structured technical capabilities innovation future prospects.

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