ACHIEVING SENSING AGILITY THROUGH THE INTEGRATION OF COMPETITOR AND MARKET INTELLIGENCE

Hanene Belahcene, Fatma Zohra Chaib, Sabrina Djedid

Abstract


This study aims to determine the impact of the integration between market and competitor intelligence on achieving sensing agility in 30 Enterprises within the food industry in the towns of Annaba, Skikda, and El-Tarf (Algeria). This study employed a triangulation approach, combining qualitative data analysis from a guided interview protocol with four executives (analyzed using NVivo v14) and quantitative survey data analysis from 120 executives (analyzed using SPSS v25). The study yielded several key findings, the most significant of which is that there is no discernible effect of competitor intelligence on achieving sensing agility in the presence of market intelligence for the Enterprises under study. Based on this result, the study recommends that food industry Enterprises gather comprehensive information about competitors and changes in the competitive environment from multiple sources, considering that information is the foundational element that determines the success or failure of both competitor intelligence and market intelligence processes.

Keywords


Market Intelligence, Competitor Intelligence, Sensing Agility, Business Strategy, Competitive Analysis.

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References


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DOI: http://dx.doi.org/10.12709/mest.13.13.02.01

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