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Original Research

Level of importance attached to competitive intelligence at a mass import retail organization

M. Begg, A.S.A. du Toit

SA Journal of Information Management; Vol 9, No 4 (2007), . doi: 10.4102/sajim.v9i4.196

Submitted: 04 December 2007
Published:  09 December 2007

Abstract

The purpose of this research was to establish the level of importance attached to competitive intelligence (CI) at a mass import retail organization in South Africa. The rationale of CI is to alert an organization about the current situation as it relates to its business environment and competitors, and how these aspects affect the competitive situation. In this article, the value and significance that CI presents to organizations upon implementation are discussed by focusing upon the need for a competitive strategy, the significance of institutionalizing CI, various organizational structure options and the establishment of a CI culture. A survey was conducted at a mass import retail organization to determine the level of importance attached to CI. A total of 107 employees were randomly selected to participate in the completion of a questionnaire. Based on the results, it was found that this organization practised CI, albeit in an informal manner, and it was concluded that there was a relatively high level of importance attached to CI within this organization. However, areas for improvement were identified and a recommendation was made of implementing a formal CI function within the organization.

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Author affiliations

M. Begg, University of Johannesburg, South Africa
A.S.A. du Toit, University of Johannesburg, South Africa

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