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Chapter summary

24 February, 2015 - 17:30

Competitive intelligence is the systematic collection and analysis of publicly available information about an industry and its competitors. Competitive intelligence permits the firm to: (1) understand the industry’s structure and its potential impact on the firm’s performance, and (2) industry competitors’ relative position in the marketplace. The judicious use of competitive intelligence allows the firm to anticipate competitors’ actions and act to minimize the impact of those actions. Through the use of competitive intelligence the firm will improve its performance in the marketplace.