Only Half of Companies Actually Use the Competitive Intelligence They Collect
Competitive intelligence: a strategic tool largely underutilized by companies.
Author(s): Benjamin Gilad, Leonard M. Fuld
Publisher: Harvard Business Review
Date of publication: 2016
Starting from a survey of 236 competitive intelligence managers in Western companies, the authors analyze the extent to which this intelligence is put to use during strategic decision-making. Too little, according to those primarily concerned, a third of whom state that most of their reports are only requested to confirm a decision already taken. And yet, the survey also shows that well-exploited competitive intelligence can yield major benefits. The survey also enables the identification of the key factors that allow competitive intelligence to best fulfill its strategic role.
This article is one of the sources used in Manageris’ synopses: