Scanning for competitive intelligence: a managerial
perspective |
The purpose of this paper is to advance and investigate
empirically how entrepreneurial attitude and normative
beliefs influence managerial scanning for competitive
intelligence and how managerial scanning efforts
subsequently impact managerial interpretation of
organizations’ strengths and weaknesses in the
competitive arena.
A structural equation model was tested with survey
data from 309 managers in the USA. The results indicate
that entrepreneurial attitude orientation and market
orientation significantly impact managerial scanning for
competitive intelligence, which in turn leads to
managerial representations of competitive advantage.
This paper demonstrates that scanning for competitive
intelligence is more an entrepreneurial activity than a
routine activity for managers, and that managerial
scanning efforts can be maximized in highly
market-oriented organizations that value competitive
intelligence collection and dissemination. Proactive
scanning for competitive intelligence enables managers
to develop a fuller picture of the superiority or
deficiency of their organizations. pdf 2007 |