Competitive intelligence: contributions for information technology companies

Abstract

The pro-active search for information that may bring competitive advantages to companies makes of competitive intelligence (CI) an important tool for modern organization management. The ability to extract information from the environment and to transform it into useful knowledge can facilitate the alignment of the strategies vis-à-vis the chances and threats for the organization. However, it is not simple to implement the CI process in organizations, and the existence of a capable professional is of crucial importance. The present article analyzes the activities, characteristics and contributions of the CI area and the CI professionals in information technology (IT) companies. The research was based on the case study method and used two IT companies of the area of Porto Alegre, in South Brazil. The data collection was made through data supplied by the companies and through in-depth interviews with managers. The results indicate the likelihood of difficulties in the accomplishment of some stages of the CI process. It was found that the CI activities are ascribed to the professionals of the marketing area. Among the study’s contributions are, for example, the identification of chances and threats, the possibility of developing or improving products and services and the anticipation of action based on information from the environment.

Key words: competitive intelligence; professional of competitive intelligence; strategy; competitiveness.