Competitive Intelligence

Saturday, November 2, 2013, 10:30am

Competitive intelligence in developing countries: a comparison between four countries

Adeline Du Toit and Nisha Sewdass


This paper compares competitive intelligence (CI) activities in Brazil, Malaysia, Morocco and South Africa to determine how these countries can use CI to increase competitiveness. A questionnaire survey was sent to CI professionals. The most important primary source in all four countries is direct customer feedback and the most important secondary source is corporate websites. Companies in all four countries do not use sophisticated analysis techniques. It is recommended that all four countries should develop a CI culture by creating CI awareness among employees. 

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