The rise of a new competitive intelligence: need of real-time competitive intelligence and the impact on decision-making

Abstract

In a highly turbulent competitive environment, organisations are increasingly advised to stay agile in order to quickly adapt to threats and opportunities. To do so, competitive intelligence is of the most relevance, but as this work shows, it is apparent that the competitive intelligence field must adapt to the changing environment as well. Drawing up on various literature and the insights and knowledge from experienced executives and CI professionals through in-depth interviews, this work establishes the need for real-time competitive intelligence and how it can improve decision-making in organisations. It finds that real-time CI can contribute to a competitive advantage by enabling highly informed and timely decisionmaking in organisations and provide immense value for companies’ performance.