Inteligência competitiva em uma empresa líder de mercado

AUTOR(ES)
DATA DE PUBLICAÇÃO

2003

RESUMO

Todays highly competitive marketplace provides a constant stimulus for research in the area of administration of organizations. One recent development in this area is Competitive Intelligence, which involves the permanent monitoring of the external environment by a systematic process of data collection related to all aspects of business: the competition, the economic, social, technological, scientific, marketing and regulatory environments, data analysis and the elaboration of information and its appropriate distribution. Competitive Intelligence does indeed exist, it is systematic, it has a defined behavior pattern and there are real advantages to be gained in its application. The overall aim of this study is to identify how CI is used in supporting the strategic organizational actions taken by senior management in a company which is the market leader in its field. As well as this overall aim, the study investigates certain specific areas: a) an appraisal of CI; b) CI in practice; c) those areas within a company where CI is of greatest benefit and those areas where the greatest resistance is found; d) socio-cultural factors which facilitate or hinder the use of CI; e) the contribution CI makes to company performance; f) a proposal for a CI support system as part of corporate strategy. The research is exploratory and attempts to describe the understanding of, interest in, and utilization of CI within a company that is a market leader, in this case Bunge Alimentos S/A. It is a case study and for the data collection a series of structured individual interviews was held, all with prior consent, with senior executives at the company. For purposes of analysis, the interviews were all recorded and subsequently transcribed with key words and expressions being identified and a frequency count taken of how often they appeared in the interviewees responses. The analysis and interpretation of the data led to the conclusion that the understanding of the concept of CI by the interviewees was very close to that documented in theoretical studies. In terms of knowledge of the practice of CI, the interviewees were unaware of any details about CI processes in other companies. The companys CI pilot project was not known to the majority of senior executives and, in their opinion, the greatest benefits of the use of CI would be in the sales area. The senior executives were able to recognize several socio-cultural factors which could facilitate or hinder the use of CI in the company. All the interviewees recognized the benefits of the utilization of CI and cited anticipating facts, trend analysis and speed and support in decisions as being the most significant ones. The study ends with the formulation of a proposal to create a CI system within the company, since the present process is founded on an architectural relationship and not on a formal system

ASSUNTO(S)

gestão de negócios; sucesso nos negócios; desenvolvimento organizacional inteligência competitiva competitive intelligence concorrência mercadológica competitive marketplace administracao de empresas

ACESSO AO ARTIGO

Documentos Relacionados