COMPETITIVE INTELLIGENCE: CONCEPTUALISING ITS APPLICATION IN SMALL TO MEDIUM ENTERPRISES IN ZIMBABWE

Abstract

Within this descriptive survey study, the researcher approached the concept of competitive intelligence (CI), which was considered to be a key element for the success of any business especially in the current period characterized by numerous economic and financial turbulences. This study set out to determine the difficulties associated with the adoption, practice and implementation of competitive intelligence by small to medium enterprises (SMEs) in Zimbabwe. The study deliberately targeted SMEs because the researcher strongly believed that while small to medium companies may lack the huge resources required to launch and maintain large sophisticated CI networks, CI is equally important to these enterprises as well. The study used a sample of thirty entrepreneurs, selected using stratified random sampling. The instruments used for data collection were the self-administered questionnaire, the structured and unstructured interview guides. The data collection instruments were deliberately designed to generate quantitative and qualitative data. Data collected using the self-administered questionnaire was analysed using descriptive statistics. Analysis of data collected through the structured and unstructured interview guides involved a special set of interpretive practices and narrative techniques. The evidence from this study suggests that there has been very slow uptake of competitive intelligence by SMEs. In addition, the research clearly showed that competitive intelligence as practiced today is seriously
misunderstood by many entrepreneurs who are running small to medium enterprises in Zimbabwe. The study advanced a view that training directed to entrepreneurs running SMEs should include among others training on the use of CI, its strategic importance and its benefits. In addition, the study recommended that SMEs should also consider being accredited with the Fuld-Gilad-Herring Academy of Competitive Intelligence to enhance their understanding and application of this important strategic business management tool.