Strategic management is a complex and ongoing process:
- Forward and backward-looking information enables proactive decisions that will direct the organization in the future
- The organization needs an internal and external focus
- Information is obtained from many different sources
Competitive Intelligence (CI)
CI has evolved to focus not only on competition, but also on the broader business environment:
- Competitors and complementors
- Customers and distribution channels
- Suppliers
- Economic environment
- Technological environment
- Industry regulators and legislation