Development of a competitive intelligence maturity model: Insights from Moroccan companies

Authors

  • Mourad Oubrich
  • Abdelati Hakmaoui
  • Robert Bierwolf
  • Mouna Haddani

DOI:

https://doi.org/10.37380/jisib.v8i1.303

Keywords:

Competitive intelligence, maturity model, information, competitive advantage, moroccan companies

Abstract

This paper aims to assess the maturity level of competitive intelligence (CI) in Moroccan companies, so as to improve theirs practices, and to justify their investment in competitive intelligence. To do so, we have identified the maturity model based on a comprehensive review of recent literature. The objectives of this paper are threefold: (1) to determine the major purposes of a CI maturity model (CIMM), (2) to identify the types of CI dimensions and levels of maturity, (3) to evaluate Moroccan companies in terms of CI practice. Our approach is to develop a conceptual framework of the CI maturity model that articulates (1) dimensions of CI, and (2) maturity levels of CI. We note that little attention has been given in previous research to how CI is actually conducted in Moroccan companies. For this purpose, an empirical study was conducted. The results discuss various perspectives and insights from a competitive intelligence maturity model point of view in the Moroccan context. The results show that the majority of the Moroccan companies are in an early stage of the CI levels, where the CI practice is only to employ environment scanning and the competition in the business environment is not intense. We also note the absence of CI structure at this level. Most of these Moroccan companies are not able to cope with changes in the business environment. The CI systems and processes are released on an irregular basis. This study is the first to investigate the Competitive Intelligence Maturity Model (CIMM) in the Moroccan context. The findings of this research show that there are six CI dimensions (CI culture of an organization; CI deliverables; CI sourcing; CI cycle; CI investment in terms of resources; CI users and CI application) that should be taken into account in CI implementation with regard to the CI level (early, mid, world class).

References

Albliwi, S.A. et al, (2014), Critical literature review on maturity models for business process excellence, Proceedings of the 2014 IEEE IEEM.

Bateman, T.S, Crant, J.M. (1993), "The proactive component of organizational behavior: a measure and correlates", Journal of Organizational Behavior, Vol. 14, pp. 103-18.

Beal, R.M. (2000), "Competing effectively: environmental scanning, competitive strategy, and organizational performance in small manufacturing firms", Journal of Small Business Management, Vol. 38, pp. 27-47.

Becker, J., Knackstedt, R., and Pöppelbuß, J. (2009), "Developing Maturity Models for IT Management – A Procedure Model and its Application", Business & Information Systems Engineering, 1(3), pp. 213- 222.

Bose R. (2007), "Competitive intelligence process and tools for intelligence analysis", Industrial Management & Data Systems, Vol. 108 No. 4, 2008 pp. 510-528

Bose, R. (2008), "Competitive intelligence process and tools for intelligence analysis", Industrial Management & Data Systems, Vol. 108 No. 4.

Bulinge, F. and Agostinelli, S. (2005), L’analyse d’information : d’un modèle individuel à une culture collective,, R3I, p. 1-18.

Bulinge, F. (2013), "Analyse d’information et construction de connaissance : une théorie de l’intelligence informationnelle appliquée au renseignement et à l’intelligence économique", HDR, Université de Poitiers.

Calof, J., Dishman, L, (2008), "Competitive intelligence: a multiphasic precedent to marketing strategy", European Journal of Marketing, Vol. 42 Iss: 7/8, pp.766 – 785

Calof , J.L. and Wright, S. (2008), "Competitive Intelligence A Practitioner, Academic and Inter-disciplinary Perspective", European Journal of Marketing, 42(7/8), 717-730

Carr, J.C, Lopez, T.B. (2007), "Examining market orientation as both culture and conduct: modeling the relationships between market orientation and employee responses", Journal of Marketing Theory & Practice, Vol. 15 No. 2, pp. 113-25.

Cervera, A., Molla, A. and Sanchez, M. (2001), "Antecedents and consequences of market orientation in public organizations", European Journal of Marketing, Vol. 35 Nos 11/12, pp. 1259-86.

Cohen, C. (2004), Veille et intelligence stratégiques, Hermes science publication, Lavoisier, Collection Management, finance et gestion, 2004

Covin, J.G, Covin, T.J. (1990), "Competitive aggressiveness, environmental context, and small firm performance", Entrepreneurship Theory and Practice, Summer, pp. 35-50.

De Bruin, T., Freeze, R., Kulkarni, U., and Rosemann, M. (2005), "Understanding the Main Phases of Developing a Maturity Assessment Model", in ACIS 2005 Proceedings.

De Bruin T., Rosemann M., Freeze R., Kulkarni U. (2005), "Understanding the main phases of developing a maturity assessment model". Proceedings of the Australasian Conference on Information Systems (ACIS), Sydney.

Du Toit, A.S.A. (2003), "Competitive intelligence in the knowledge economy : what is in it for South African manufacturing enterprises? " International Journal of Information Management 23 (2003) 111–120

El Sawy, O.A. (1985), "Personal information systems for strategic scanning in turbulent environments: can the CEO go on-line? ", MIS Quarterly, March, pp. 53-60.

Entrialgo, M., Fernandez, E. and Vazquez, C.J. (2000), "Characteristics of managers as determinants of entrepreneurial orientation: some Spanish evidence", Enterprise & Innovation Management Studies, Vol. 1 No. 2, pp. 187-205

Gainor, R; Bouthillier, F. (2014), "An evaluation framework for outcome and impact measures", 77th ASIS&T Annual Meeting, October 31- November 5, 2014, Seattle, WA, USA.

Geyer, S & Krumay, B. (2015), "Development of a Social Media Maturity Model – A grounded theory approach", 48th Hawaii International Conference on System Sciences.

Gilad, B. (1995), "Do we matter? ", Competitive Intelligence Review, June.

Gilad, T. (1986), "Business intelligence : the quiet revolution", MIT, Sloan Management Review, pp. 53-61, 1986

Heppes, D. & Du Toit, A. (2009), "Level of maturity of the competitive intelligence function: Case study of a retail bank in South Africa", Aslib Proceedings: New Information Perspectives 61(1), 48–66

Hevner, A et al., (2004), "Design Science in Information Systems Research", MIS Quarterly (28:1), pp. 75-105.

Hevner, A.R., March, S. T., Park, J., and Ram, S.,(2004), "Design science in information systems research", MIS Quarterly. 28(1), pp. 75–105.

Jain, S.C. (1984), "Environmental scanning in US corporations", Long Range Planning, Vol. 17, pp. 117-28.

Jakobiak, F. (1998), L'intelligence économique en pratique, Éd. d'organisation, 1998

Knauf, A., (2005), "L’interaction acteur – système d’information au cœur de la dynamique d’un dispositif d’intelligence territoriale", Revue ISDM (Journal of Information Science for Decision Making), n°22.

Knauf, A, (2005), "L’interaction acteur – système d’information au cœur de la dynamique d’un dispositif d’intelligence territoriale". In Revue ISDM (Journal of Information Science for Decision Making), n°22.

Levet, J.L. (2001), "L’intelligence économique : mode de pensée, mode d'action”, Economica African small business owners", European Journal of Work & Organizational Psychology, Vol. 14 No. 3, pp. 315-44.

Lesca, H. (1997), Veille stratégique : concepts et démarche de mise en place dans l'entreprise, DISTNB, Paris.

Lockamy, A & McCormack, K (2004), "The development of a supply chain management process maturity model using the concepts of business process orientation", Supply Chain Management: An International Journal, Volume 9, Number 4, pp. 272-278.

Locke, E.A, Latham, G.P. (1990), A Theory of goal setting and task performance, Prentice-Hall, Englewood Cliffs, NJ.

Martinet B., Marti, Y.M.(2001), L'intelligence économique, Comment donner de la valeur concurrentielle à l'information, Paris, Editions d’Organisation, ISBN 978-2-708-12511-7

McClelland, D.C. (1987a), "Characteristics of successful entrepreneurs", Journal of Creative Behavior, Vol. 21 No. 3, pp. 219-33.

McClelland, D.C. (1987b), Human Motivation, Cambridge University Press, Cambridge.

McDonald, R.E, Madhavaram, S. (2007), "What firms learn depends on what firms know : the implications of prior knowledge for market orientation", Marketing Management Journal, Vol. 17 No. 1, pp. 171-83.

Mettler, T. and P. Rohner (2009), "Situational Maturity Models as Instrumental Artifacts for Organizational Design", DESRIST'09,

May 7-8, Malvern, PA, USA. 24). Pittsburgh, PA: Software Engineering Institute.

Paulk, M.C., Curtis, B., Chrissis, M.B., & Weber, C.V. (1993), The capability maturity model for software, Version 1.1 (No. CMU/SEI-93-TR

Peffers, K., Tuunanen, T., Rothenberger, M., & Chatterjee, S. (2007), "A design science research methodology for information systems research". Journal of Management Information Systems, 24(3), 45–77.

Pellissier, R., Kruger, J.-P (2011), "A study of strategic intelligence as a strategic management tool in the long-term insurance industry in South Africa", European Business Review, Vol. 23 No. 6.

Raber, D., Winter, R., Wortmann, F., (2012), "Using Quantitative Analyses to Construct a Capability Maturity Model for Business Intelligence", 45th Hawaii International Conference on System Sciences.

Rapaccini, M., Saccani, N., Pezzotta, G., Burger,T., and Ganz,W., (2013), "Service development in product-service systems: a maturity model", The Service Industries Journal, Vol. 33, Nos. 3–4, 300–319

Ro¨glinger, M., Po¨ppelbuß, J., and Becker , J., (2012), "Maturity models in business process management", Business Process Management Journal, Vol. 18 No. 2, pp. 328-346

Sagie, A, Elizur, D., (1999), "Achievement motive and entrepreneurial orientation : a structrual analysis", Journal of Organizational Behavior, Vol. 20 No. 3, pp. 375-87.

Salvetat, D., (2001), "Les pratiques d’intelligence économique et leurs déterminants : le cas des entreprises de hautes technologies en Europe", PhD dissertation, Université de Montpellier 1.

Salvetat D. (2008), "Pratiques d’intelligence économiques : entre structuration et dé- structuration. Le cas des entreprises européennes de hautes technologies", Systèmes d’information et management, 13, 3, p43.

Serna M, E., (2012), "Maturity model of Knowledge Management in the interpretativist perspective", International Journal of Information Management.

Swierczek, F.W, Thanh Ha, T. (2003), "Motivation, entrepreneurship and the performance of SMEs in Vietnam, Journal of Enterprising Culture", Vol. 11 No. 1, pp. 47-68.

Tej Adidam et al., (2009), "Cross-cultural competitive intelligence strategies", Marketing Intelligence & Planning 27(5):666-680

Tej Adidam, P, et al., (2012), "Competitive intelligence and firm's performance in emerging markets: An exploratory study in India", Journal of Business & Industrial Marketing 27(3):242-254 ·

Thomas, J.B., Clark, S.M. and Giola, D.A. (1993), "Strategic sensemaking and organizational performance: linkages among scanning, interpretation, action, and outcomes", Academy of Management Journal, Vol. 36 No. 2, pp. 239-70.

Wendler, R (2012), "The maturity of maturity model research: A systematic mapping study", Information and Software Technology, 54, 1317–1339

Wilensky, H., (1967), Organizational Intelligence: Knowledge and Policy in Government and Industry, New York: Basic Books.

Wright, S., Eid, E.R., & Fleisher, C.S. (2009). "Competitive Intelligence in Practice: Empirical Evidence From the UK Retail Banking Sector", Journal of Marketing Management, 25(9/10), 941-964

Wright, R. Eid, Fleisher (2009), "Competitive intelligence in practice: empirical evidence from the UK retail banking sector", Journal of marketing management, Vol. 25, No. 9-10, pp.

Downloads

Published

2018-04-10