A comparison of competitive intelligence activities in Brazil, Malaysia, Morocco and South Africa

Abstract

ORIENTATION: This article compared competitive intelligence activities in Brazil, Malaysia, Morocco and South Africa. RESEARCH PURPOSE: The purpose was to determine how these countries can use competitive intelligence to increase their competitiveness in the global economy. MOTIVATION FOR THE STUDY: Competitive intelligence is a challenge in developing economies. RESEARCH DESIGN, APPROACH AND METHOD: A questionnaire survey was sent to competitive intelligence professionals in the four study countries. MAIN FINDINGS: The most important primary information source used in all four countries is direct customer feedback and the most important secondary information source used is corporate websites. Companies in all four countries did not use advanced analysis techniques. PRACTICAL/MANAGERIAL IMPLICATIONS: It is recommended that all four countries should develop a competitive intelligence culture by creating awareness of competitive intelligence amongst their employees. CONTRIBUTION/VALUE ADDED: It is crucial to apply competitive intelligence in the four countries in order to become more competitive in the global economy.