Entendendo e implantando um sistema de inteligência competitiva

Abstract

This paper explores a Competitive Intelligence process, developed to monitor the external environment through the use of weak signals in order to anticipate opportunities and threats. It compares the implementing of two environmental scanning process using a method proposed by Lesca (2003); Lesca e Lesca (2011, 2014) in two foreign companies – American and French ‐ located in a Brazilian context. The aim of the paper is to explore and understand a competitive intelligence process, through a case study, identifying the main aspects influencing the implementation process. It is possible to identify some factors that are important in the method adoption like: easy planning and organization, the alignment of the information about the process among participants, creation of an implementation committee, among others. The key success factor for the implementation are: effective production of intelligence (beyond simple production and diffusion of information, the need of top management support, discipline and flexibility. Finally the method allowed considerable effectiveness, producing positive results to the companies that used them. Results goes from communication improvement, internal team network increased, better understanding of the market.