Institucionalização da inteligência competitiva aliada à Gestão Estratégica Organizacional

Abstract

The growing need for sustainable growth of companies seeking the profitability can be achieved with a competitive advantage. To reach it, you must know the market where the organization operates and build divergent strategies from others competitors strategies that demonstrate how different are the proposals, services and products of an organization. The market knowledge can be obtained with a structured competitive intelligence practices. In addition to knowing the market, strategies should be planned in a systemic way, considering the various influencers of an organization, such as its value chain and its managers. The strategic management and planning are efficient methods for creating comprehensive and systemic strategies. However, according to published studies, decisions and plans are made with little or reasonable levels of current and accurate market knowledge. To assist in achieving competitive advantage goal, this study demonstrates methodologically a balanced and mutual use of competitive intelligence (to provide information and generate knowledge for decision making) and strategic planning.