Inteligência competitiva e capacidade de inovação: uma análise de uma indústria de classe mundial no setor automotivo de veículos pesados.

Abstract

This article aimed to analyze the Competitive Intelligence in the context of Innovation in a global industry of the heavy vehicle automotive sector. We tried to demonstrate the extent to which competitive intelligence has been treated as a driver of innovation, in the sense of provoking changes in the behavior of a company, involving the launching of research and development products and actions. Methodologically, the qualitative and descriptive research was used of collection instruments such as in-depth interviews with managers of the areas of "Competitive and Market Intelligence", "Commercial Management and Operations", "Product Management" of the company besides documentary research. As a result, we detected a latent investment in new technology-based products, coming from partnerships with European universities, based on the interaction between the activities of Competitive Intelligence and Innovation. In this context, at the same time that the industry analyzed demonstrates its constant search for more agile processes, processes are applied in order to achieve the greater alignment with the markets served and until the anticipation of innovation movements based on sustainability and operational efficiency. The studies also demonstrated the company's efforts to understand consumer demand and the pursuit of long-term customer relationships and information.