Inteligência competitiva: metodologias aplicadas em empresas brasileiras

Frederico Vidigal; Mônica Erichsen Nassif

doi:10.5433/1981-8920.2012v17n1p93

Authors

Frederico Vidigal Frederico Vidigal frederico.vidigal@fead.br Doutor em Ciência da Informação UFMG (linha de pesquisa: Gestão da Informação e Conhecimento). Professor e coordenador de cursos do Núcleo de Pós-graduação FEAD. Professor dos cursos de Administração, pós-graduação e programas corporativos do IBMEC
Mônica Erichsen Nassif Mônica Erichsen Nassif mnassif@eci.ufmg.br Doutora em Ciência da Informação – UFMG. Professora do Departamento de Ciência da Informação da Universidade Federal de Minas Gerais (UFMG)

DOI:

https://doi.org/10.5433/1981-8920.2012v17n1p93

Keywords:

Competitive intelligence, Market intelligence, Information sources, Information produtos, Environmental monitoring

Abstract

Introduction: This paper presents a view about competitive intelligence in the Brazilian companies context.
Objective: The main objective of this study was to identify the methodologies of the Intelligence competitive that are applied in national and multinational organizations of the several market segments.
Methodology: This study was based on review of national and international literature – that involved the status quo of competitive intelligence activity in the world – and the content was compared with interviews conducted in13 national and multinational organizations with activities in Brazil, from December 2010 to April 2011.
Results: This study analyzed the different objectives and experiences of the Competitive Intelligence in organizations that adopt different practices for the projection scenarios, content analysis from media and monitoring of organizational environments based on both: general and by sector. The study also address the main sources and products information as well as profile of participants and tools used to competitive intelligence practices into organizational environments in Brazil.
Conclusions: Despite the organizations to adopt methodology similar to develop a intelligence competitive, this activity have different aims given to strategic focus and market, commercial and sales focus, emphasizing the first one. The strategic characteristics have more influence on hierarchical subordination models of the competitive intelligence fields.