n Acta Commercii - A comparison of competitive intelligence activities in Brazil, Malaysia, Morocco and South Africa : original research

Volume 14, Issue 1
  • ISSN : 2413-1903
  • E-ISSN: 1684-1999



This article compared competitive intelligence activities in Brazil, Malaysia, Morocco and South Africa.

The purpose was to determine how these countries can use competitive intelligence to increase their competitiveness in the global economy.
Competitive intelligence is a challenge in developing economies.
A questionnaire survey was sent to competitive intelligence professionals in the four study countries.
The most important primary information source used in all four countries is direct customer feedback and the most important secondary information source used is corporate websites. Companies in all four countries did not use advanced analysis techniques.
It is recommended that all four countries should develop a competitive intelligence culture by creating awareness of competitive intelligence amongst their employees.
It is crucial to apply competitive intelligence in the four countries in order to become more competitive in the global economy.

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