Using the Web for Competitive Intelligence (CI) Gathering

Abstract

Businesses use the Internet as a way to communicate company information as a way of engaging their customers. As the use of the Web for business transactions and advertising grows, so too, does the amount of useful information for practitioners of competitive intelligence (CI). CI is the legal and ethical practice of information gathering about competitors and the marketplace. Information sources like company webpages, online newspapers and news organizations, electronic journal articles and reports, and Internet search engines allow CI practitioners analyze company strengths and weaknesses for their customers. More company and marketplace information than ever is available on the Internet and a lot of it is free. Companies should view the Web not only as a business tool but also as a source of competitive intelligence. In a highly competitive marketplace can any organization afford to ignore information about the other players and customers in that same marketplace?