Intelligence

Competitive intelligence is the process by which companies inform themselves about every aspect of their rivals’ activities and performance. It is an essential ingredient when planning not only marketing campaigns but also production programmes, human resources, finance and all other corporate activities that competitors can influence directly or indirectly. No battle can be fought without intelligence on the opposing forces. Just as card games are easier to win when players have either seen or deduced their opponents’ hands and exams are easier to pass when the questions are known or guessed in advance, competition is easier to engage in when the current and future activities of the competitors are known or anticipated. In all competitive situations the accuracy and timeliness of the intelligence that is held may have a determining influence on the outcome of the engagement.