Abstract
The key for you is to develop only the CI that you can use. Experience shows that there are many corporate functions where you, as a member of the team, can use competitive intelligence or CI effectively. In fact, the Baldrige Performance Excellence Program requires applicants competing for the award to describe their firm’s competitive environment including its competitive position and where it gets competitive data. This clearly indicates how broadly CI’s impact can reach. Among the areas that CI can prove useful to you are in marketing, sales, strategy development, crisis management, human resources, corporate security, and intellectual property protection programs. CI can also be used by small businesses and even those in the professions such as law and medicine.
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McGonagle, J.J., Vella, C.M. (2012). How Can You Use CI in What You Do?. In: Proactive Intelligence. Springer, London. https://doi.org/10.1007/978-1-4471-2742-0_3
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