What is Competitive Intelligence and Why Should You Care About it?
Competitive intelligence (CI) involves the use of public sources to develop data on the competition, competitors, and the market environment as a whole. That data is then transformed through analysis into intelligence. Although CI goes by many other names, all of the varieties have one thing in common: they each share the common concept of where the data comes from and a common toolbox to help in its analysis. By whatever name, CI provides value in many ways to the firm that uses it. CI is not the same as environmental scanning, business intelligence, knowledge management, and market/quantitative research.
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