企业内部关于竞争情报看法：销售人员获得竞争优势的一种战术工具（英文）.pdfVIP

Perspectives on competitive intelligence within business: A tactical tool for sales- people to gain a competitive advantage Raj Agnihotri, William Paterson University, Wayne, USA* Adam Rapp, University of Alabama, USA Competitive intelligence has emerged as a mantra for success in today’s competitive environment and the sales force has been recognised as a key resource in this process. However, for many salespeople, competitive intelligence remains a burdensome organisational process that offers little or no immediate value to them. Past research has failed to consider competitive intelligence as an instrument that salespeople can leverage to change their behaviours and ultimately influence their levels of performance. A comprehensive literature review suggests that conceptualisation of competitive intelligence has been limited to the organisational level, and thus provides little foundation for investigations aimed at the salesperson level. This paper explores this issue by approaching competitive intelligence as a tactical tool that can be useful at the salesperson level. A review of the literature concerning salesperson and competitive intelligence is presented. A conceptual framework of salesperson competitive intelligence is developed and research propositions are offered. Keywords Competitive intelligence, Salesperson characteristics, Selling behaviours, Customer relationship performance, Sales performance Introduction As the current business landscape is becoming more global, organisations are facing competition like never before. In the wake of this intense global competition, re