The Internal and External Communication of Intelligence and the Competitive Intelligence Process: The Case of the Higher Educational Sector in Serbia

Abstract

This paper emphasizes the importance of considering internal and external communication of intelligence within the competitive intelligence (CI) process. The internal communication of intelligence is defined as transferring and sharing intelligence within organization and the external communication of intelligence as transferring and sharing intelligence between competitors. Both types of communication are considered as essential parts of the CI process as a whole. Understanding the way of communication of the intelligence within one organization and between competitors can help organizations build more effective competitive intelligence system. This should be treated as an essential component of the CI system and added to the usual process of gathering, analyzing and disseminating valuable competitive intelligence, in order to make organization more competitive. The paper refers to the results of research made in the faculties of management in Serbia. On the basis of the results, the original model of CI system has been built, using internal and external communication of intelligence as a key factor for improving CI process and, consequently, as a key competitiveness factor in hypercompetitive economy