Relationship between competitive intelligence and strategy: Case study analysis

In this era of information, the competition that is triggered by globalization and technology influences the enterprises with increasing intensity. In this dynamic environment, conventional methods are not sufficient to maintain the competitive power of the enterprises by providing sustainable profitability. In order to make the right strategic decisions, businesses should monitor their environment with appropriate tools and methods, and be alert to opportunities and threats. This will be possible with competitive intelligence. However, it is noteworthy that there are insufficiencies and disagreements in the field of competitive intelligence in both academic and business environment. With this study, it is aimed to provide theoretical consistency with the understanding of the relationship between the strategic orientations of enterprises and comepetitive intelligence gathering efforts. In this respect, competitive intelligence and strategic management schools were defined and then the case studies of business world and academic environment were evaluated with case study analysis method. Content analysis showed that there is a limited compatibility in the business world and academic environment in terms of the relationship between competitive intelligence and strategy.This study is important because it is a pioneering study that can eliminate the lack of literature by evaluating the theoretical and practical field together and to increase the awareness of this issue in the business world and spread the use of intelligence applications. Keywords: Competition, Competitive Intelligence, Strategy, Strategic Management, Case Study Analysis