publication . Other literature type . Article . 2002

Competitive intelligence in UK firms: a typology

Wright, Sheila; Pickton, David W.; Callow, Joanne;
Open Access
  • Published: 01 Nov 2002
  • Publisher: Emerald
  • Country: United Kingdom
Abstract
There is a danger of allowing competitive analysis to receive less than adequate attention in the marketing planning process as it is subordinated to a customer driven focus. Clearly important though customers are, they should not dominate marketing strategy and planning to the exclusion of other influential groups, one of these being competitors. With this in mind, a pilot research project was undertaken to gain a better understanding of how UK companies conduct competitive intelligence. From this pilot, a tentative typology of companies was developed to reflect four attributes of competitive intelligence activity: attitude, gathering, use and location. Further...
Subjects
free text keywords: competitive intelligence practice, United Kingdom, best practice, CI typology, empirical study, Marketing
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