A Inteligência Competitiva na Perspecitiva de ser uma Fonte de Vantagem Competitiva e suas Contribuições Estratégicas

Abstract

This article examines the prospect of Competitive Intelligence (CI) constitute a source of competitive advantage in light of the Resource Based View and its contribution to the strategic management of the company. Relies on exploratory and descriptive research using the qualitative method. Six managers responsible for CI activities institutionalized in large different business companies were interviewed. Data were processed and analyzed with the application of content analysis. It was concluded that the CI is unable to be a source of competitive advantage but rather as an effective support to decision making process in the surveyed companies. Apparently CI products meet the specific needs of internal customers, facilitate the integration of CI with marketing and operations, help in the identification of risks through the analysis of strategic information, which is a differentiator compared to other types of intelligences.