O processamento de inteligência competitiva na função diretiva de marketing: experiências de uma empresa industrial e de varejo em personal care no Brasil

Abstract

The objective of this work is to describe a model of Competitive Intelligence - IC applied by the Marketing department of a large industrial and retail company in Brazil specialized in sustainable products for personal care. Between 2005 and 2015, the growth of studies in the area of intelligence, which has aroused the growing and natural interest, in researches in the field of Marketing Administration due to their adherence to competitiveness, mainly seeking a Planning and implementation. In this sense, the problem or opportunity of the research started from the need to know, in an empirical way, Competitive Intelligence structures managed by the Marketing area, as a way of advancing and contributing to production about the theme. The method adopted was the case study, classified as qualitative and descriptive. The data were collected through a semistructured interview script directed to the company's market intelligence management. As results, it was verified that in the model employed by the company it invests itself in the physical infrastructure for the activity aiming at increasing its competitiveness and interaction with the competitive environment, especially in search of opportunities for business diversification.