Investigating the Impact of Product Innovation on Pricing with the Mediating Role of Market Intelligence

The purpose of this study is to investigate the effect of product innovation on pricing with the mediating role of market intelligence (studied by small and medium companies operating in the Arvand Free Zone). The statistical population of this study includes managers and experts of small and medium companies in Abadan. There are a total of 59 active companies in Abadan city, so the statistical population includes 118 people, due to the limited without a statistical population, the whole population was selected as the sample size by available sampling. The descriptive research method is a correlational survey with reference to the path analysis method. The research tool is a questionnaire taken from Falahat's (2020) research. The evaluation of the proposed model was performed using the path analysis method and the bootstrap method was used to test indirect relationships. The results showed that all coefficients of direct and indirect paths between variables were significant and product innovation affects pricing with the mediating role of market intelligence in small and medium companies operating in the Arvand Free Zone.