Identifying and analytical evaluation of indicators of supply market intelligence of perishable products in online retailing

Today, information is strategically important at all levels in businesses. For those operating in the field of selling perishable items online, effective access to the latest/newest ideas, standards, etc., is seen as even more crucial; however, perishables have limited shelf life and therefore are susceptible to being lost or wasted due to weak and inadequate analysis of data related to supply chain, customers, competitors, and other main influential factors. The current paper aimed to identify supply market intelligence indictors for perishable items. To this end, using Sandelowski and Barroso's (2006) meta-synthesis method, 31 research studies were thoroughly reviewed and key indicators were extracted. Next, semi-structured interviews were conducted by local experts as to identify additional indicators. Purposive (judgemental) sampling was carried out based on expertise and experiential knowledge of individuals involved in e-commerce and perishables supply chain. A total of 90 indicators were developed in respect of supply chain, competitive intelligence, market intelligence, business intelligence and social business intelligence (social BI). As the findings indicated, the proper monitoring of indicators help managers to gain better insights into their businesses and achieve competitive advantages through improving supply chain efficiency and generating better customer understanding.