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Improving Competitive IntelligenceImproving Competitive IntelligenceCompetitive intelligence is knowledge and/or information that gives a business a competitive advantage over its rivals. A competitive advantage is obtained by acquiring information about customers, suppliers, markets, and channels. (For instance, a point of sale capability that collects information on customer buying behaviors.) This type of information gives a company the ability to stock shelves with products that customers want. This type of intelligence gives a company an advantage over its competition because it has a better idea about what will sell. The key to this value proposition is that having the information does not necessarily mean that a company can use it to improve future cash flow. 159
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