Towards a universal definition of competitive intelligence

摘要: Background: Enterprises face intense competition caused by globalisation. Consequently, enterprises look for tools that provide a competitive advantage. Competitive intelligence (CI) provides advantage to of all sizes. There are many definitions CI but no universally accepted one. Objectives: The purpose this research is review the current literature on with aim identifying and analysing establish commonalities differences, propose universal comprehensive definition set borders common understanding amongst stakeholders. Method: study was qualitative in nature content analysis conducted identified sources establishing definitions. To identify relevant literature, academic databases search engines were used. A references related studies led more sources, which further reviewed analysed. Keywords ‘competitive intelligence’, ‘marketing intelligence’ ‘business used find sources. ensure reliability, only peer-reviewed articles Results: majority scholars define as process acknowledge collected from internal external or environment. They also outline goals CI, help decision-making Conclusion: proposed outlines process, purpose, source, deliverables, beneficiaries, benefit, ethicality legality sets out ensures