Research note: the impact of CI diversity and organizational tenure on the relationship between competitive intelligence and sales performance: a meta-analytic review

Abstract

Previous studies have found positive, negative, and null effects of Competitive Intelligence (CI) on performance, and there is limited evidence about the moderators that might strengthen or weaken this relationship. In response, the authors provide needed insight into these empirical questions by conducting a meta-analysis of CI on sales performance, and propose a theoretical framework that includes the moderating roles of CI diversity and organizational tenure. Using data collected from 1) managers and 2) salespeople, the results demonstrate that managers’ CI, salespeople’s CI, and overall CI positively influence objective and subjective performance, while high levels of CI diversity and organizational tenure amplify these relationships. The authors conclude with directions for future research which—in answering—should prove illuminating for both sales theory and practice, as the collection, use, and dissemination of CI has become increasingly important in a modern selling environment.