Competitive Intelligence, in simple words helps an organization understand and learn what is happening in the world outside its own “internal reality” and especially what its competitors or latent competitors are doing, so that it can be more competitive.

It is the act of collecting publicly, but not easily or readily available information, via secondary and particularly ethical primary research, about a competitor that can lead to a distinct business advantage.

The goal of Competitive Intelligence is to reduce potential risks and enable faster reaction and ideally proactive actions to competitor moves, developments and events. It is all about being prepared and ready to face competitive stances.