APPROACHES ON THE COMPETITIVE INTELLIGENCE

Abstract

Within this study, we approaches the concept of competitive intelligence (CI), which we consider a key element for the success of a business, especially in the current period, characterized by numerous economic and financial turbulence. According to Society of Competitive Intelligence (SCIP), competitive intelligence is defined as a method of ethical and moral collection, analysis and dissemination of information regarding the competitive environment, opportunities, vulnerabilities and intentions of business competitors. Education in the field of CI enhances the ability of managers to cope with risck, to resolve the threats from competition, to anticipate market opportunities and to sustain or to gain a market advantage. In order to present a more consistent view of competitive intelligence, we have highlighted in the body of our study the importance of organizational culture and intelligence, and the various approaches of specialized literature on competitive intelligence: practical view, academic and interdisciplinary view. The main conclusion is that competitive intelligence supports the manager in making better documented decisions, with greater speed and confidence. In this sense, it becomes difficult to identify any aspect of the activity of the company that does not have a benefit as a result of the use of CI. Regarded as an instrument to improve the competitiveness, CI contributes to the continuous improvement of the quality of the products, services and solutions offered by companies, and on the other hand, has an important role in increasing the companies innovation capability.