Improving
Competitive Intelligence
Competitive 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.