Competitive intelligence (CI) is the process and forward-looking practices used in producing knowledge about the competitive environment to improve organizational performance. Competitive intelligence involves systematically collecting and analysing information from multiple sources as part of a coordinated competitive intelligence program. It is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, suppliers, competitors, and any aspect of the external business environment needed to support executives and managers in strategic decision making for an organization.
CI involves developing an understanding of what is happening in the world outside the business, so as to increase one's competitiveness. It means learning as much as possible, as soon as possible, about one's external environment including one's industry in general and relevant competitors. This methodical program affects the organization's tactics, decisions and operations.
