Competitive intelligence in service marketing: A new approach with practical application

Abstract

Purpose

The paper aims to give a new look at competitive intelligence (CI) and the resulting benefits to growing companies.

Design/methodology/approach

A total of 20 questions are presented, competitive information sources are listed, and the four core components of CI are displayed to explain how a company can implement CI into the business planning. Two case studies summarize a CI system that shows how successful this technique can be.

Findings

This research will inspire marketers to take a look at their CI and reactivate it based on what is presented. The overall practice of CI shows the rewards a company that develops this program can gain.

Research limitations/implications

All data were collected by Latitude Consulting. Reference is made to journal and newspaper articles.

Practical implications

The paper will explain how to use CI in a meaningful way.

Originality/value

This is an extremely new and original concept for businesses to apply.

Citation

Johns, P. and Van Doren, D.C. (2010), "Competitive intelligence in service marketing: A new approach with practical application", Marketing Intelligence & Planning, Vol. 28 No. 5, pp. 551-570. https://doi.org/10.1108/02634501011066492