Investigate Competitive Intelligence Process: An Exploratory Study in Tunisian Companies

The purpose of this study is to explore the aspects of management of competitive intelligence process in Tunisian companies. This exploratory study was conducted using semi-in-depth interviews with six executives in six companies in Tunisia. The results revealed by this study that the competitive intelligence as a competitive tool is unknown to the vast majority of Tunisian companies. It is not still a formalized stage, but it is in an embryonic way. Second, two most important of information are collected: profiles of potentials customers, and opportunities in new market. Thirdly, for analysing and synthesising information the results indicate that managers knows and uses the majority of methods to analyze competitive information gathered especially in making decisions that fall the marketing department. Fourthly, all companies spend most of their time in collecting information. Although planning what and how to collect information and analysis they receive relatively less attention. This research suggests that overriding influence on successful competitive intelligence process is the existence of a management support, culture and structure, which encourage and develop competitive intelligence activities in companies.