Competitive intelligence: methodology applied in brazilian companies
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Data de Publicação: | 2012 |
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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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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 |
format |
article |
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) |
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||infoeinfo@uel.br |
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1799305983234670592 |