EVALUATION OF COMPETITIVE INTELLIGENCE IN TERMS OF EXPORT ACTIVITIES

Yıl 2024, Cilt: 7 Sayı: 1, 66 - 83, 29.03.2024

Mehmet Naci Sönmez , İlknur Uncuoğlu Yolcu

https://doi.org/10.54993/syad.1411595

Öz

In a global market where it is becoming increasingly difficult to maintain competitive advantage, understanding competitor behavior and predicting their next moves is vital for the sustainability of the business. Competitive intelligence helps the business to determine its position relative to its competitors by revealing the strengths and weaknesses of its competitors. In this context, it is clear that a business conducting export activities needs competitive intelligence function in order to survive in the global market. Businesses need to have corporate intelligence awareness to use CI processes successfully. This awareness enables businesses to effectively manage the processes of information gathering, analyzing, disseminating results and feedback. When CI is used properly, businesses gain a better understanding of their markets, identify the strengths and weaknesses of their competitors and gain competitive advantage by using this information in strategic decision-making processes. Especially for international businesses, the data provided by CI is invaluable for developing an effective competitive strategy in different markets and cultural environments. In addition, it is important for businesses to establish a culture of CI and encourage their employees to actively participate in CI processes. In this way, businesses can both determine their marketing strategies more accurately and maintain their competitive advantage in a sustainable manner. The aim of the study is to evaluate competitive intelligence in terms of export activities and to provide guidance to researchers and practitioners.

Anahtar Kelimeler

International Trade, Competitive Intelligence, Intelligence information, Competitive Advantage, Export Efectiveness

REKABET İSTİHBARATININ İHRACAT FAALİYETLERİ AÇISINDAN DEĞERLENDİRİLMESİ

Öz

Rekabet üstünlüğünü koruyabilmenin giderek zorlaştığı küresel pazarda; rakip davranışlarını anlayabilmek, bir sonraki hamlelerini tahmin edebilmek işletmenin sürdürülebilirliği için hayatidir. Rekabet istihbaratı(RI), işletmenin rakiplerinin güçlü ve zayıf yönlerini ortaya koyarak kendisinin rakiplerine göre konumunu belirlemesine yardımcı olmaktadır. Bu bağlamda ihracat faaliyetleri yürüten bir işletmenin küresel pazarda varlığını sürdürebilmesi için rekabet istihbaratı fonksiyonuna ihtiyaç duyması açıktır. RI süreçlerinin başarılı bir şekilde kullanılabilmesi için işletmelerin kurumsal istihbarat farkındalığına sahip olmaları gerekmektedir. Bu farkındalık, işletmelerin bilgi toplama, analiz etme, sonuçları yayma ve geri bildirim süreçlerini etkin bir şekilde yönetmelerine olanak tanımaktadır. RI doğru şekilde kullanıldığında, işletmeler pazarlarını daha iyi anlamakta, rakiplerinin güçlü ve zayıf yönlerini belirlemekte ve bu bilgileri stratejik karar alma süreçlerinde kullanarak rekabet avantajı elde etmektedirler. Özellikle uluslararası işletmeler için, farklı pazarlarda ve kültürel ortamlarda etkili bir rekabet stratejisi geliştirmek için RI'nın sağladığı veriler çok değerlidir. Ayrıca, işletmelerin RI kültürünü kurmaları ve çalışanlarının RI süreçlerine etkin katılımını teşvik etmeleri önemlidir. Böylece, işletmeler hem pazarlama stratejilerini daha doğru bir şekilde belirleyebilirler hem de rekabet üstünlüğünü sürdürülebilir bir şekilde koruyabilirler. Çalışmanın amacı; rekabet istihbaratının ihracat faaliyetleri açısından değerlendirilerek araştırmacı ve uygulayıcılara rehberlik etmektir.

Anahtar Kelimeler

Uluslararası Ticaret, Rekabet İstihbaratı, İstihbari Bilgiler, Rekabet Üstünlüğü, İhracat Etkinliği

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