According to Molnár (2012) this is just characteristic of the competitive intelligence, and it is also its main task -
to create knowledge needed for intelligent performance of the organization. Because an intelligent business uses
information obtained from various sources by internal analysis tools (e.g. VRIO) which are dealing with the analysis
of competitive advantage in enterprise resources or by the analytical tools of the external environment (e.g. BCG
model or competitor analysis). Growth-Share Matrix is only used to determine what priorities should be given in the
product portfolio of a business unit. Competitive intelligence primarily solves the competitiveness of the
organization as a whole and analysis of competitors is one of many components of CI, but not the main or not the
only. Wright et al. (2002) differentiates competitor intelligence from competitive intelligence. According to her,
competitor intelligence is defined as those activities by which company determines and understands its competitors,
their strengths, weaknesses and expectations of their actions. Competitive intelligence on the other hand extends the
role to include consideration of competitor responses to consumer/customer needs and perceptions and one’s own
responses in the strategic decision-making process.
The objective of this article is to confirm the importance of using competitive intelligence in any enterprise on
the basis of secondary sources (surveys) and especially point out the necessity of competitive intelligence
incorporating into the whole structure of enterprise, not only in marketing departments, as has been up to now. And
thus create complex competitive intelligence of enterprise. The complexity of competitive intelligence in our context
should be understood as a process of involving of every human resource and every department in the enterprise to
competitive intelligence and so to be a part involved in building strategy and achieve business success. Building up
a complex enterprise-wide competitive intelligence is only possible on the basis of a well-functioning knowledge
management.