La inteligencia competitiva en España: una encuesta sobre su utilización por parte de las empresas exportadoras

Abstract

This article analyses the results of a survey among Spanish exporters, and the experiences of four organisations implementing a formal competitive intelligence programme. The research confirms that a formal approach to competitive intelligence, rather than informal or discontinuous approaches, gives businesses of all sizes competitive advantage, and justifies the value of its implementation by Spanish exporters. However, competitive intelligence as a business discipline remains largely unknown and misunderstood in Spain, and few organisations implement systematic programmes to benefit from the intelligence effort. To reach this conclusion the article offers a view of the information needs of Spanish exporters, the use of different intelligence techniques, and the main obstacles they find when implementing formal intelligence systems