Abstract
AbstractThis article reports on a survey of competitive intelligence as used by a representative cross‐section of Australian firms, examining possible relationships between CI usage, levels of market risk and complexity, management information needs, and the competitive environment. Australia is believed representative of post‐industrial economies, combining a diverse and sophisticated market with high exposure to international competition. The survey found that, as expected, CI usage is higher in markets where exposure to risk is greater, but this linkage varies significantly between, and even within, industries. Management perceptions and awareness of information needs have a major effect on CI usage. While improved CI “processes” had the biggest effect on improving perceived competitiveness in industries such as Retail/Wholesale and Transportation, in other industries increasing the number of CI “sources” was more likely to be associated with improved competitiveness. © 1997 John Wiley & Sons, Inc.
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