Banerjee, Madhumita, Adidam, Phani Tej and Shukla, P.. (2012) Competitive intelligence and firms' performance in emerging markets: An exploratory study in India. Journal of Business and Industrial Marketing , Vol.27 (No.3). pp. 242-254. ISSN 0885-8624

Abstract

Purpose: This paper explores the relationship between competitive intelligence (CI) practices and the firm’s performance in the emerging market context of India. The paper addresses the following pertinent issues: a) Do CI activities have any relationship with the market performance of Indian firms? b) If so, what are the macro and micro environmental drivers of CI for Indian firms? How are CI activities organized within Indian firms? How is the usage and dissemination of CI taking place within Indian firms? Design/methodology/approach: The study employed a cross-sectional, survey based methodology, using a stratified sample developed from a variety of mailing lists focusing on Indian firms. Findings: Our study identifies two key aspects: a) Indian firms that exhibit higher levels of CI activities also achieve better financial performance results. b) The current level of CI activities in Indian firms is at a moderate level, thereby suggesting an opportunity for using and implementing more sophisticated CI techniques. Practical Implications: The findings of this study should assist local and foreign managers in having a more informed understanding of CI activities in the Indian marketplace. Additionally, these findings provide directives to managers regarding the untapped opportunities and potential that CI can offer them in a highly volatile and rapidly changing market scenario. Originality/value: This is the first ever study that empirically investigates the relationship between the level of CI activities and firm performance in an emerging market context. This is also the first study of its kind which explores the current state of CI practices in the Indian market.

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