Competitive intelligence: methodology applied in brazilian companies

Detalhes bibliográficos
Autor(a) principal: Vidigal, Frederico
Data de Publicação: 2012
Outros Autores: Nassif, Mônica Erichsen
Tipo de documento: Artigo
Idioma: por
Título da fonte: Informação & Informação
Texto Completo: https://ojs.uel.br/revistas/uel/index.php/informacao/article/view/8744
Resumo: 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.
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spelling Competitive intelligence: methodology applied in brazilian companiesInteligencia competitiva: metodologías aplicadas en las empresas brasileñasInteligência competitiva: metodologias aplicadas em empresas brasileirasInteligência competitivaInteligência de mercadoFontes de informaçãoProdutos de informaçãoMonitoração ambientalCompetitive intelligenceMarket intelligenceInformation sourcesInformation produtosEnvironmental monitoringIntroduction: 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.Introducción: Presenta una visión general acerca de la Inteligencia Competitiva en el contexto de las organizaciones brasileñas. Objetivo: Investigar la existencia de metodologías de Inteligencia Competitiva aplicadas a las organizaciones nacionales y multinacionales de distintos segmentos del mercado. Metodología: Revisión de la literatura nacional e internacional – que implica el status quo de la actividad de Inteligencia Competitiva en el mundo – y cuyo contenido fue confrontado con los resultados obtenidos en las entrevistas realizadas en 13 organizaciones nacionales y multinacionales que actúan en Brasil, mientras diciembre de 2010 hasta de 2011. Resultados: En este artículo fueron analizados los diferentes objetivos e experiencias en Inteligencia Competitiva en las organizaciones arrollando distintas practicas para la proyección de escenarios, análisis de contenidos advenidos de los medios de monitoreo ambiental en general y sectorial de las organizaciones. La encuesta indico también las principales fuentes y productos de información, el perfil de los participantes y las herramientas utilizadas para la práctica de Inteligencia Competitiva en el ambiente de las organizaciones en Brasil. Conclusiones: Aunque las organizaciones adopten metodologías relativamente similares con respecto e la Inteligencia Competitiva, esta actividad tiene objetivos distintos, afectos tanto a lo enfoque estratégico, como a los enfoques de marketing, de negocios y de ventas, prevaleciendo lo que ocurra primeiro. El aspecto estratégico se refleja también en los modelos de subordinación jeráquica dominante de las áreas de la Inteligencia Competitiva.Introdução: Apresenta um panorama acerca da Inteligência Competitiva no contexto das organizações brasileiras. Objetivo: Investiga a existência de metodologias de Inteligência Competitiva aplicadas a organizações nacionais e multinacionais de diferentes segmentos de mercado. Metodologia: Revisão de literatura nacional e internacional – envolvendo o status quo da atividade de Inteligência Competitiva no mundo – e cujo conteúdo foi confrontado com os resultados obtidos em entrevistas realizadas em 13 organizações nacionais e multinacionais com atuação no Brasil, no período de dezembro de 2010 a abril de 2011. Resultados: No artigo foram analisados os diferentes objetivos e experiências de Inteligência Competitiva em organizações envolvendo diferentes práticas para a projeção de cenários, análise de conteúdos provenientes de mídias e monitoramento do ambiente geral e setorial das organizações. A pesquisa apontou ainda as principais fontes e produtos de informação, perfil dos participantes e ferramentas utilizadas para a prática de Inteligência Competitiva no ambiente organizacional brasileiro. Conclusões: Embora as organizações adotem metodologias relativamente similares de Inteligência Competitiva, essa atividade apresenta objetivos distintos, afeitos tanto ao enfoque estratégico, quanto aos enfoques mercadológico, comercial e de vendas, prevalecendo o primeiro. O aspecto estratégico também está refletido nos modelos de subordinação hierárquica dominante das áreas de Inteligência Competitiva.      Universidade Estadual de Londrina2012-03-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/informacao/article/view/874410.5433/1981-8920.2012v17n1p93Informação & Informação; v. 17 n. 1 (2012); 93-1191981-8920reponame:Informação & Informaçãoinstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/informacao/article/view/8744/11376Copyright (c) 2021 Informação & Informaçãohttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessVidigal, FredericoNassif, Mônica Erichsen2023-04-17T14:48:19Zoai:ojs.pkp.sfu.ca:article/8744Revistahttps://www.uel.br/revistas/uel/index.php/informacao/indexPUBhttps://www.uel.br/revistas/uel/index.php/informacao/oai||infoeinfo@uel.br10.5433/1981-89201981-89201414-2139opendoar:2023-04-17T14:48:19Informação & Informação - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv Competitive intelligence: methodology applied in brazilian companies
Inteligencia competitiva: metodologías aplicadas en las empresas brasileñas
Inteligência competitiva: metodologias aplicadas em empresas brasileiras
title Competitive intelligence: methodology applied in brazilian companies
spellingShingle Competitive intelligence: methodology applied in brazilian companies
Vidigal, Frederico
Inteligência competitiva
Inteligência de mercado
Fontes de informação
Produtos de informação
Monitoração ambiental
Competitive intelligence
Market intelligence
Information sources
Information produtos
Environmental monitoring
title_short Competitive intelligence: methodology applied in brazilian companies
title_full Competitive intelligence: methodology applied in brazilian companies
title_fullStr Competitive intelligence: methodology applied in brazilian companies
title_full_unstemmed Competitive intelligence: methodology applied in brazilian companies
title_sort Competitive intelligence: methodology applied in brazilian companies
author Vidigal, Frederico
author_facet Vidigal, Frederico
Nassif, Mônica Erichsen
author_role author
author2 Nassif, Mônica Erichsen
author2_role author
dc.contributor.author.fl_str_mv Vidigal, Frederico
Nassif, Mônica Erichsen
dc.subject.por.fl_str_mv Inteligência competitiva
Inteligência de mercado
Fontes de informação
Produtos de informação
Monitoração ambiental
Competitive intelligence
Market intelligence
Information sources
Information produtos
Environmental monitoring
topic Inteligência competitiva
Inteligência de mercado
Fontes de informação
Produtos de informação
Monitoração ambiental
Competitive intelligence
Market intelligence
Information sources
Information produtos
Environmental monitoring
description 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.
publishDate 2012
dc.date.none.fl_str_mv 2012-03-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/informacao/article/view/8744
10.5433/1981-8920.2012v17n1p93
url https://ojs.uel.br/revistas/uel/index.php/informacao/article/view/8744
identifier_str_mv 10.5433/1981-8920.2012v17n1p93
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/informacao/article/view/8744/11376
dc.rights.driver.fl_str_mv Copyright (c) 2021 Informação & Informação
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Informação & Informação
http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Estadual de Londrina
publisher.none.fl_str_mv Universidade Estadual de Londrina
dc.source.none.fl_str_mv Informação & Informação; v. 17 n. 1 (2012); 93-119
1981-8920
reponame:Informação & Informação
instname:Universidade Estadual de Londrina (UEL)
instacron:UEL
instname_str Universidade Estadual de Londrina (UEL)
instacron_str UEL
institution UEL
reponame_str Informação & Informação
collection Informação & Informação
repository.name.fl_str_mv Informação & Informação - Universidade Estadual de Londrina (UEL)
repository.mail.fl_str_mv ||infoeinfo@uel.br
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