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- W1544336946 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." @default.
- W1544336946 created "2016-06-24" @default.
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- W1544336946 date "2010-08-03" @default.
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- W1544336946 title "Competitive intelligence in service marketing" @default.
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- W1544336946 doi "https://doi.org/10.1108/02634501011066492" @default.
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