COMPETITIVE INTELLIGENCE IN THE MANAGEMENT SYSTEM FOR SUSTAINABLE BUSINESS DEVELOPMENT
УДК 338.27: 502.131.1
Abstract
The article is devoted to the issues of competitive intelligence as a hybrid mechanism for strategic management and marketing of organizations. Analysis of competitive intelligence in organizational, legal, economic and marketing aspects allows us to update both the transformation of internal business processes and positioning in the environment, and therefore a change in the company's management paradigm. The methodological problem of choosing the correct metrics for assessing the effectiveness of competitive intelligence has been identified. Conclusions are drawn about the growing role of competitive intelligence in the context of changes in the ESG-agenda and the general issues of sustainable business development. The study of the problem of competitive intelligence corresponds with the general trend in the development of the digital economy, and, accordingly, aspects of the use of information technology are revealed, along with traditional methods of its implementation. Both direct and indirect effects from competitive intelligence are described, as well as a diagnostic effect associated with assessing the competence of company management and, in general, the level of development of business culture.
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