Doctoral Degree. University of KwaZulu-Natal, Durban.Competitive Intelligence Embeddedness (CIE) and organisational performance studies have used
various techniques and methods to explain the relationships between variables. To address this
limitation in the body of knowledge, the objective of this study was to apply PLS-SEM and build a
model that explained and identified the critical factors affecting CIE in the SA life insurance
environment. This study was deductive and based on a non-experimental research design. Quantitative
research methods and descriptive design with the positivist research paradigm were employed. The
researcher developed a cross-sectional quantitative approach using smart-PLS version 3.2.7. Data
were collected from 276 respondents, and the response rate was 72%. Partial Least Squares
Structural Equation Modelling (PLS-SEM) was applied to estimate the proposed theoretical model.
This model was examined from an explanatory-predictive perspective and exhibited a high
out-of-sample predictive power. Furthermore, this study’s measurement model was confirmed to
be valid and reliable and acceptable. The findings of this study revealed that the R² value of the
model was scored at 0.615, 0.506, and 0.735, which meant that the fourteen exogenous latent
constructs collectively explained 61.5%, 50.60%, and 73.50% of the variance CIE, CS, and OP
respectively. The model’s Goodness-of-Fit measured by SRMR and RMS_theta was 0.55 and 0.101 within
the acceptable benchmark. The hypothesis validated that CIE was supported by employees, strategy,
information usefulness, and information providers. Also, CIE, employee role clarity, and customer
satisfaction aided organisational performance. This study showed that CIE is vital in SA life
assurance companies because of its close association with customer satisfaction and organisational
performance. Moreover, this study highlighted that the success of CIE in SA life assurance
companies is influenced by the leadership style, technological readiness of the organisation,
corporate culture and the accuracy, and use of information for strategic decision-making. Future
research should consider a similar study in other African countries and globally to find
similarities in embedding CI in organisations. The future investigation should also consider
short-term insurance and other industries to test this study’s conceptual model
