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Competitive Intelligence in Large Companies - Global Study

Posted on Wednesday, November 14, 2007 at 06:16AM by Registered CommenterMarkIntell.com in | CommentsPost a Comment

Global Intelligence Alliance (GIA) members decided to engage in collaborative research in the field of Competitive Intelligence (CI*). The objective of this project was to produce mutually comparable information regarding CI in each of the respective domestic markets.


This goal was ‘operationalized’ via the use of a common research framework to deliver both country-specific reports and a comparative multi-country report. The study concludes the following:

  • Almost nine in ten large-scale companies in various markets around the world used CI and on average had practiced it for three to five years. The CI units usually had four full-time employees and one part-time employee, with 88 percent of the companies also having named a person responsible for the activity.
  • CI also seemed to fill a primarily strategic role, with top management being the most important personnel user group of CI information products.
  • Functionally, strategic planning and business development mimicked the results found for the personnel perspective.
  • Most (70 %) of the information processing was done in-house, and 71 percent of it in a centralized unit.
  • Practicing CI had most often benefited companies in the form of increased quality of information, increased general awareness, and improved threat and opportunity identification.
  • The CI units were generally fairly small although most of the information processing was done internally.
  • The companies that use CI were clearly reaping the benefits of the activity, although there were still some areas that need development.

  • Feel free to comment and discus the findings.

    This interesting study is freely available at markintell within the GIA expert section.

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