Competitive intelligence failures from the perspective of information behaviour

Abstract

Failures in competitive intelligence are widely reported but are seldom studied through an information behaviour lens or specifically attributed to information activities and factors influencing information behaviour. This dissertation addresses this gap. The research question was: How are competitive intelligence failures attributed to information behaviour? Sub-questions included:  How is lack of understanding of competitive intelligence contributing to competitive intelligence failure?  How are the identification and expression of intelligence needs contributing to competitive intelligence failures?  How are difficulties experienced in data collection contributing to competitive intelligence failures?  How are information sharing and specifically feedback mechanisms contributing to competitive intelligence failures?  How are other information activities (apart from the recognition and expression of information needs, data collection and information sharing) o contributing to competitive intelligence failures? o preventing competitive intelligence failures? Eclectic versions of the competitive intelligence life cycle (mostly based on the Bose (2008) and Botha and Boon (2008) interpretations) and information-seeking/information behaviour model (mostly based on the Wilson (1981) and Leckie, Pettigrew and Sylvain (1996) models) served as conceptual frameworks for data collection and analysis. The study followed a survey method using semi-structured individual interviews with 15 competitive intelligence professionals, educators and trainers. They were recruited through purposive and snowball sampling. A profile questionnaire of limited scope collected descriptive quantitative data on educational level, professional position, formal training in competitive intelligence and description of job titles. Semi-structured individual interviews were conducted through face-to-face, SKYPE, telephonic call and face-time call interviews. Data was collected from 31/08/2016 to 30/01/2017. Thematic analysis was applied to the qualitative data, identifying core themes and sub-themes for each sub-problem. Findings are used to populate the two frameworks: competitive intelligence cycle and information behaviour, before suggesting a framework with elements from both to guide future studies on competitive intelligence failures from an information behaviour perspective. Suggestions for theories to consider in future research, competitive intelligence practices, and further research are included.