Cenário de práticas empresariais em inteligência competitiva na indústria de telecomunicações. Um estudo sobre a prática em empresas no Brasil sob o framework Wright‐Pickton

Abstract

This paper applies the Wright‐Pickton Competitive Intelligence (CI) framework to the reality of Brazilian telecommunication industry. The core objective of the paper was to describe the level of CI concepts and tools utilization according to the perception of CI managers within important firms. The data gathering was performed with the use of in‐depth interviews with executive managers that lead these areas in 8 very representative firms in this industry with activities in different areas in the value chain. The data was analyzed and classified using the categories as suggested by the Wright‐Pickton framework. As results, it could be seen that the data gathering and the use of outputs from CI are the ones much far from the ideal level, meaning these activities need to be improved in order to make the CI practice closer to the firms’ strategy. Finally, the paper brings suggestions for improving the Wright‐Pickton framework with inputs coming from the application in the Brazilian reality, as well as the theoretical contributions coming from reviews in the CI and related literature, which is also presented in the paper.