Abstract:

This paper considers the development of competitive intelligence as a formal discipline. The sums spent on competitor analysis in Europe are still relatively small but dependence on customer analysis is being diluted as an increasing number of companies appreciate that over-dependence on customer-driven strategies is less and less likely to produce results. In terms of their use of competitive intelligence companies seem to transition through a series of stages: competitor aware less; competitor sensitive; and competitor intelligent. The factors influencing the growth of competitive intelligence and constraints on the growth of competitive intelligence in Europe are also reviewed.