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A importância da competitive intelligence no processo de tomada de decisão
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A Competitive Intelligence está a tornar-se numa prática mundial e numa importante ferramenta estratégica de suporte à decisão, conferindo às organizações maior ênfase analítica e orientação para a acção. Mais do que recolher ou arquivar o máximo de informação, muitas vezes só passível de análise posterior, as organizações necessitam saber o que fazer com ela, devendo reconhecer valor apenas à informação tratada e concentrar-se na colocação de boas perguntas e na definição das suas necessidades, deixando para segundo plano a existência ou não da informação.
Este estudo investiga a aplicabilidade dos conceitos de Competitive Intelligence, ao nível das organizações portuguesas, avaliando a sua influência no processo de tomada de decisão, gestão estratégica e táctica, tentando responder à questão: “Quais os antecedentes que promovem uma resposta célere a acções competitivas da concorrência?”, Utiliza-se uma metodologia de pesquisa quantitativa, assente em técnicas multivariadas, resultante dum questionário on-line e numa amostra não probabilística, abarcando funções de topo das 1.000 maiores empresas nacionais por volume de facturação. Concluiu-se a existência de uma relação positiva entre a variável “Estrutura, consciência e processos” com a capacidade de resposta a acções competitivas da concorrência. Não se revelando, essa mesma relação positiva, com as restantes duas variáveis do modelo, nomeadamente: “Pressão de Mercado” e “Cultura e Atitude”. Concluiu-se também que a Competitive Intelligence não é estranha às organizações portuguesas, apresenta-se estruturada e em sintonia com a maioria das práticas internacionais, apesar das empresas nacionais referirem a sua capacidade de resposta como reactiva e não utilizam nenhum método para avaliar a eficácia da sua intelligence.
Competitive Intelligence is becoming a world organizational practice and an important strategic and supporting tool for the decision making process. It also confers a strong analytical emphasis with a consequent action oriented focus. Rather than collecting or storing information, often only used to further analysis, organizations need to know what to do with it. They must recognize value, only in treated information and concentrate on putting good questions and in defining their needs, leaving the existence or inexistence of information for second plan. This study investigates the applicability of Competitive Intelligence in Portuguese organizations, assessing its influence in decision-making process, strategic and tactical management, trying to answer the question: "which antecedents promote a rapid response to competitive actions? A quantitative research methodology was used, supported by multivariate techniques, based on an online survey with a nonprobability sampling embodying top management functions of the 1.000 major Portuguese companies by turnover. It was determined the existence of a positive relationship between the variable “Structure, awareness and process” and the “Capacity to respond” to competitive actions. The study does not show this positive relationship with the other two variables of the model: "Market pressure" and "Culture and Attitude." It was also determined that Competitive Intelligence is not unfamiliar to the Portuguese organizations, is structured and in line with most international practices, despite they consider their ability to respond as reactive and don’t use any evaluated method to assess the effectiveness of their intelligence.
Competitive Intelligence is becoming a world organizational practice and an important strategic and supporting tool for the decision making process. It also confers a strong analytical emphasis with a consequent action oriented focus. Rather than collecting or storing information, often only used to further analysis, organizations need to know what to do with it. They must recognize value, only in treated information and concentrate on putting good questions and in defining their needs, leaving the existence or inexistence of information for second plan. This study investigates the applicability of Competitive Intelligence in Portuguese organizations, assessing its influence in decision-making process, strategic and tactical management, trying to answer the question: "which antecedents promote a rapid response to competitive actions? A quantitative research methodology was used, supported by multivariate techniques, based on an online survey with a nonprobability sampling embodying top management functions of the 1.000 major Portuguese companies by turnover. It was determined the existence of a positive relationship between the variable “Structure, awareness and process” and the “Capacity to respond” to competitive actions. The study does not show this positive relationship with the other two variables of the model: "Market pressure" and "Culture and Attitude." It was also determined that Competitive Intelligence is not unfamiliar to the Portuguese organizations, is structured and in line with most international practices, despite they consider their ability to respond as reactive and don’t use any evaluated method to assess the effectiveness of their intelligence.
Descrição
Mestrado em Marketing
Palavras-chave
Competitive Intelligence concorrência processo de tomada de decisão orientação para o mercado capacidade de resposta gestão estratégica Competitive Intelligence competition decision-making process market orientation response capability strategic management
Contexto Educativo
Citação
Jorge, João Pedro Godinho Alves. 2009. "A importância da competitive intelligence no processo de tomada de decisão". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão