Abstract
The objective is to describe the organizational culture (OC) of managers, administrators and teachers of higher institution in the north of Mexico and their vision of competitive intelligence (CI) in the collection of information for the achievement of institutional objectives. A qualitative and case study was conducted, with semi-structured interviews and grounded theory, in a theoretical sample of 14 participants and institutional documents. The coding was selective theoretical with a hypothetico-deductive model based on Cameron and Quinn's OC types and the CI cycle. It was found that the results of market OC that the institutional plan projects, only correspond to what the administrative mention and CI in the 2021 projection as institutionalized and regulated, although currently lack of knowledge about the CI of the institution and unification of criteria on who and what strategies they carry out. The document includes recommendations for the cultural change that is required in the 2021 projection.
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