InteligÃncia competitiva : um caminho para a inovaÃÃo

Leopoldo Deutsch

In a marketplace which shows increasing competitiveness, companies face their survival challenge day by day. They depend on their ability to differentiate themselves from competitors; reinvention and search for new opportunities are constant demands. Innovation becomes essential in this context. Strategic Innovation Management is directed to identification and growth of the competencies and capacities of the organization, making stronger innovation development. In accordance with Strategic Management, it warrants not only the development of new products and services: it also creates conditions for the enterprise to attain its objectives of growing according to its mission, beliefs and objectives. However, companies are not isolated entities in the marketplace. They need an environmental monitoring which allows them to prospect society trends, moves of the competitors, threats and opportunities. This monitoring system, called Competitive Intelligence, supplies the organization with information and environmental analysis, helping managers in the decisionmaking process which can guide the company to face the set changes, according to the objectives of Strategic Management. The presented question must verify in Competitive Intelligence can, according to the Strategic Management and to Strategic Innovation Management, orientate the development of Innovations adequately with the resources and aims of the organization. To answer this question, a literature review and field research was made, analyzing a big company from financial bank area, focused on public documents, observing the processes and taking, by interviews, the feeling of the main managers about the approached topics. The bibliographic research allowed us to see the importance of the Strategic Management in the organizational context, as a guide for the long term actions. Implementing the conceits produced by the Strategic Management, there is the Innovation and Technology Strategic Management, which is organized to create the visions of the Strategic Management. However, today, innovation requires knowledge and resources beyond the capacity of only one organization. Itâs necessary a strong interaction with the external environment, monitoring, to identify risks, opportunities and reliable partnerships. This process of interaction and understanding with the outside world is realized by the Competitive Intelligence. With the integration of all these processes, there is the possibility of generating innovation according to the needs of the market and the possibilities of the company, generating effective competitive advantage. According to the method, this research is considered applied, because it searches for an answer for a specific problem. In addition, the bibliographic research and the interviews with the main managers of the organization make this research qualitative. In the end of this paper, we concluded that there are clear relations among the processes of Competitive Intelligence and Innovation, which makes us affirm the main proposed supposition: the Competitive Intelligence, according to the Strategic Management and Strategic Management of Innovation, effectively orientate the innovation generation.

InteligÃncia competitiva : um caminho para a inovaÃÃo

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