EVALUATION OF COMPETITIVE INTELLIGENCE IN TERMS OF EXPORT ACTIVITIES

Abstract

In a global market where it is becoming increasingly difficult to maintain competitive advantage, understanding competitor behavior and predicting their next moves is vital for the sustainability of the business. Competitive intelligence helps the business to determine its position relative to its competitors by revealing the strengths and weaknesses of its competitors. In this context, it is clear that a business conducting export activities needs competitive intelligence function in order to survive in the global market. Businesses need to have corporate intelligence awareness to use CI processes successfully. This awareness enables businesses to effectively manage the processes of information gathering, analyzing, disseminating results and feedback. When CI is used properly, businesses gain a better understanding of their markets, identify the strengths and weaknesses of their competitors and gain competitive advantage by using this information in strategic decision-making processes. Especially for international businesses, the data provided by CI is invaluable for developing an effective competitive strategy in different markets and cultural environments. In addition, it is important for businesses to establish a culture of CI and encourage their employees to actively participate in CI processes. In this way, businesses can both determine their marketing strategies more accurately and maintain their competitive advantage in a sustainable manner. The aim of the study is to evaluate competitive intelligence in terms of export activities and to provide guidance to researchers and practitioners.