Clever ways to know YOUR COMPETITOR 

Clever ways to know YOUR COMPETITOR 

Gather information from companies’ websites, customers, surveys, conferences and social media to understand more about products and other environmental aspects for strategic purposes. 

By LIZZ WAMBUA

Competitive intelligence (CI) is the act of gathering and analysing information in order to gain knowledge on competitors, customers, products and other environmental aspects for strategic purposes.

Information is gathered from companies’ websites, customers, surveys, conferences and social media. Benjamin Gilad, a professor of business strategy and author, in his writing “Competitive Intelligence Shouldn’t Just Be about Your Competitors” says CI is a perspective on changing market conditions. This means identifying risks and opportunities early enough to allow the company adapt its strategy or in extreme cases, change it.

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