The Need of Complex Competitive Intelligence

The importance of competitive intelligence in companies is practically become widely accepted. Use of this tool has become a necessity of today. But the need for the introduction of a comprehensive (complex) competitive intelligence is penetrating into the foreground on the basis of the most important proven benefits to the enterprise, such as improved quality of information, faster decision making, systematic improvement of organizational processes, improvement of organizational efficiency, cost reduction, improvement of information dissemination, saving time, quicker identification of threats and opportunities. The main aim of this article is to assess the importance of competitive intelligence based on various surveys and especially to assess its complex integration throughout the entire enterprise, not just in the marketing departments.