The Impact of Strategic Intelligence on the Strategic Direction of Organizations "A Field Study in Air Transport Companies - Cham Wings Airlines"

Abstract

The study aimed to test the impact of Strategic Intelligence on the strategic direction of Cham Wings Airlines. The dimensions of Strategic Intelligence were chosen as an independent variable, represented in foresight, systems logic thinking, future vision, motivation, partnership, intuition, creativity, while the strategic direction was divided into four dimensions: Customer Orientation, Competitor Orientation, Technology Orientation, and Creativity Orientation.

The research community consists of a purposive sample of employees in Cham Wings Airlines Company, numbering (112) individual, who were previously identified according to the nature and level of their work in the company under study.

The questionnaire was used as a tool for collecting data on the variables of the study, and was distributed in the second quarter of 2021, and the response rate was 90.1%. The statistical analysis program SPSS was used to analyze the data and test the validity of the study's hypotheses.The study concluded that Strategic Intelligence is clearly and highly applied in the middle and upper management of Cham Wings Airlines, and that there is a statistically significant impact of the dimensions of Strategic Intelligence (foresight, thinking in the logic of systems, future vision, partnership, creativity) on the strategic direction of the company.

Based on the results that were reached, the study gave a set of recommendations for Cham Wings Airlines, and a set of proposals for future studies were included, by taking advantage of the study model.