Eficiência em inteligência competitiva no contexto das organizações brasileiras: uma abordagem pela VBR e DEA

Abstract

"Competitive intelligence" (CI) is a theme that begins to occupy the agenda of many Brazilian researches today, given its growing importance for increasing the speed and effectiveness of strategic decisions taken by the managers of those allocated to the high dome organizations face environments characterized by an intense and dynamic competition. And, like any other organizational process, the teams responsible for CI process require a set of tangible and intangible resources efficiently differentiated to meet the demands of intelligence of their users. In this perspective, this research stemmed from the need to discriminate the importance of information resources, human, technological and analytical for efficiency of generation and dissemination of intelligence products demanded by strategic decision makers and other users allocated in different functional departments Brazilian organizations. In the first step of this research, descriptive in nature, drew up an overview of CI practices developed by their respective organizations, from a survey conducted with 66 professional intelligence organizations linked to the main industrial sectors of the country. The data were collected through a structured questionnaire made available online on a website specialized and analyzed using descriptive statistics techniques. The results revealed the following: that the intelligence professionals consulted consider attributes such as relevance, accuracy, reliability, validity and topicality as the most important to feature an informational resource as quality and thus essential to the efficient conduct of any CI process, objectivity, analytical skills, proper understanding of the market / sector and systemic view of the organization, the personal attributes needed for a professional intelligence directly involved with their process; online database, softwareof competitive intelligence data warehouse, internet and e-mail, information technology and communication more important for efficient generation and dissemination of intelligence products-sent , in addition to analytical tools known in the literature as a model of Porter's five forces, SWOT, benchmarking and analysis scenarios. In the second stage of this research, simulations were performed with the informational resources, human, technological and analytical characterized the first phase of the research through SIAVDv.3 software, based on the following outputs from the process of competitive intelligence: Numbers of users actually assisted (QUEA), delivery of competitive intelligence products within the given time (EPICPD) and quality of products competitive intelligence disseminated (QPICD). The conceptual basis used for the analysis of the efficiencies of the process of a CI was the Data Envelopment Analysis (DEA). Specifically in the context of output QUEA the analytical resources(CAAN) and human (EXPT) proved to be the most important for the efficiency of CI processes conducted by teams of CI organizations belonging to almost all industrial sectors analyzed, except those of auto-industry; EPICPD in the output, the informational resources (QINF) and technology (CATE), which was also observed when considering the QPICD as the output of CI processes analyzed, despite the minor importance of other types of resources (EXPT and CAAN) can not be disregarded. Briefly, the results showed that the importance of their resources to the efficiency of the processes analyzed CI varies with the type of intelligence product produced, the adequacy of DEA to analyze the efficiency of CI processes conducted by Brazilian organizations, from the sets of resources and intelligence products considered in this research.