O processo de implementação da inteligência competitiva em uma organização de serviços: uma pesquisa-ação

Abstract

Considering the scarcity of research on the application of Competitive Intelligence, this paper discusses the process of implementing CI in a service organization, through Action Research. To this end, this study had as its general objective to discuss the process of implementing Competitive Intelligence in a service organization, whose sector of operation is insurance brokerage. For this purpose, a qualitative descriptive research was applied with semi-structured interviews, using the Action-Research method in a small-sized organization of the service segment, located in Fortaleza/CE. This research demonstrated that the intelligence and information needs of the organization studied were directed towards the monitoring of services offered by competitors and customer demand, complemented by the collection of data pertinent to two competitors analyzed, in addition to the identification of specific customer needs. With the analysis of the information finalized, the intelligence product was structured with the appropriate findings and recommendations, such as: developing communication channels with customers and monitoring competitors' actions, enabling the dissemination to the company of the study.