Exploring the approaches of competitive intelligence intermediaries and information service intermediaries in soliciting key intelligence and information needs
DOI:
https://doi.org/10.37380/jisib.v14.i2.2512Keywords:
Competitive intelligence, information behaviour, intermediary, information needs, key intelligence needsAbstract
Purpose. To thrive in a dynamic business environment, organisations use competitive intelligence to gather and analyse information on rivals and stakeholders. This process involves phases like defining needs and collecting data, typically managed by intermediaries. Despite the importance of interviewing for this task, existing literature is limited, prompting this study to explore methods from competitive intelligence and information behaviour to improve the solicitation of key intelligence needs.
Method. The study was conducted in 2018-2024, using grounded theory (qualitative) data. The study interviewed two separate groups of intermediaries, competitive intelligence intermediaries [12] and information service intermediaries [12]. Convenience and network sampling were used. In-depth semi-structured interviews were conducted using Zoom and Microsoft Teams.
Findings. Both competitive intelligence and information service intermediaries use detailed questioning and proactive communication to uncover clients' needs effectively. They also emphasise the importance of understanding the client’s context and goals through face-to-face interactions and iterative feedback to ensure alignment and clarity in the information retrieval process.
Value. This paper investigates a critical, yet under-explored phase of the competitive intelligence cycle of soliciting, articulating, expressing, and understanding key intelligence needs within the realm of competitive intelligence. Through a synthesis of in-depth qualitative interviews with competitive intelligence and information service intermediaries, coupled with an extensive review of existing literature, this study explores and sheds light on the roles, challenges, methods, and strategies employed by these intermediaries.
References
Agarwal, N. K. (2022), “Integrating models and integrated models: Towards a unified model of information seeking behaviour”, Information Research an international electronic journal, Vol. 27 No 1, pp. 1–9. Available form: https://informationr.net/ir/27-1/paper922.html DOI: https://doi.org/10.47989/irpaper922
Asri, D. A. A. M. and Mohsin, A. M. A, (2020), “Competitive intelligence practices and organizational performance linkage: A review”, Journal Intelek, Vol. 15 No 2, pp. 101–115. https://doi.org/10.24191/ji.v15i2.311 DOI: https://doi.org/10.24191/ji.v15i2.311
Bai, X. and Li, J. (2020), “The best configuration of collaborative knowledge innovation management from the perspective of artificial intelligence”, Knowledge Management Research and Practice, Vol. 1 No 1, pp. 1–13. doi.org/10.1080/14778238.2020.1834886 DOI: https://doi.org/10.1080/14778238.2020.1834886
Blenkhorn, D. L. and Fleisher, C. S. (eds) (2005), Competitive intelligence and global business. Greenwood Publishing Group.
Buchanan, S., Jardine, C. and Ruthven, I. (2019), “Information behaviors in disadvantaged and dependent circumstances and the role of information intermediaries”, Journal of the Association for Information Science and Technology, Vol. 70 No 2, pp. 117–129. https://doi.org/10.1002/asi.24110 DOI: https://doi.org/10.1002/asi.24110
Byström, K. and Järvelin, K. (1995), “Task complexity affects information seeking and use”, Information Processing and Management, Vol. 31 No 2, pp. 191–213. https://doi.org/10.1016/0306-4573(95)80035-R DOI: https://doi.org/10.1016/0306-4573(95)80035-R
Börjesson, L., Huvila, I. and Sköld, O. (2022), “Information needs on research data creation”, Information Research an international electronic journal, Vol. 27 No 1, pp. 1–9. Available form: https://informationr.net/ir/27-SpIssue/isic22/isic2208.html
Calof, J. and Colton, B. (2024), “Developing foresight that impacts senior management decisions”, Technological Forecasting and Social Change, Vol. 198 No 1, pp. 1–10. https://doi.org/10.1016/j.techfore.2023.123036 DOI: https://doi.org/10.1016/j.techfore.2023.123036
Calof, J. L. and Sewdass, N. (2020), “On the relationship between competitive intelligence innovation”, Journal of Intelligence Studies in Business, Vol. 10 No 2, pp. 32–43. https://doi.org10.37380/jisib.v10i2.583 DOI: https://doi.org/10.37380/jisib.v10i2.583
Case, D. O. (2007), Looking for information: A survey of research on information seeking, needs, and behaviour (2nd ed). Elsevier.
Case, D. O. and Given, L. (2016), Looking for information: A survey of research on information seeking, needs, and behavior (4th ed). Emerald Group Publishing. DOI: https://doi.org/10.1108/S2055-53772016022
Charmaz, K. (2005), “Grounded theory in the 21st century: A qualitative method for advancing social justice research”, Handbook of Qualitative Research, Vol. 3 No 7, pp. 507–535.
Chen, H. and Dhar, V. (1991), “Cognitive process as a basis for intelligent retrieval system design”, Information Processing and Management, Vol. 27 Vol 5, pp. 405–432. https://doi.org/10.1016/0306-4573(91)90060-Y DOI: https://doi.org/10.1016/0306-4573(91)90060-Y
Choo, C. W. (2016), The inquiring organization: How organizations acquire knowledge and seek information. Oxford University Press. DOI: https://doi.org/10.1093/acprof:oso/9780199782031.001.0001
Choo, C. W. (2017), “Seeking and avoiding information in a risky world”, Information Research an international electronic journal, Vol. 22 No 3. Available from: https://informationr.net/ir/22-3/paper765.html
Cole, C. (2018), The consciousness’ drive: Information need and the search for meaning. Springer. DOI: https://doi.org/10.1007/978-3-319-92457-1
Dervin, B. (1998), “Sense-making theory and practice: An overview of user interests in knowledge seeking and use”, Journal of Knowledge Management, Vol. 2 No 2, pp. 36–46. https://doi.org/10.1108/13673279810249369 DOI: https://doi.org/10.1108/13673279810249369
Dewi, M. V. K. and Darma, G. S. (2019), “The role of marketing and competitive intelligence in industrial revolution 4.0”, Jurnal Manajemen Bisnis, Vol. 16 No 1, pp. 1–12. https://doi.org/10.38043/jmb.v16i1.2014 DOI: https://doi.org/10.38043/jmb.v16i1.2014
Dorner, D. G., Gorman, G. E. and Calvert, P. J. (2015), Information needs analysis: Principles and oractice in information organizations. Facet Publishing.
Du Plessis, T. and Gulwa, M. (2016), “Developing a competitive intelligence strategy framework supporting the competitive intelligence needs of a financial institution’s decision makers”, South African Journal of Information Management, Vol. 18 No 2, pp. 1–8. http://dx.doi.org/10.4102/sajim.v18i2.726 DOI: https://doi.org/10.4102/sajim.v18i2.726
Du Toit, A. S. A. (2015), “Competitive intelligence research: An investigation of trends in the literature”, Journal of Intelligence Studies in Business, Vol. 5 No 2, pp. 14–21. DOI: https://doi.org/10.37380/jisib.v5i2.127
Ellis, D. (1989), “A behavioural approach to information retrieval system design”, Journal of Documentation, Vol. 45 No 3, pp. 171–212. https://doi.org/10.1108/eb026843 DOI: https://doi.org/10.1108/eb026843
Fleisher, C. S. and Wright, S, (2009), Causes of competitive analysis failure: Understanding and responding to problems at the individual level. In Third European Competitive Intelligence Symposium, Stockholm. [Online]. Available from: https://core.ac.uk/download/pdf/228181982.pdf
García-Madurga, M. A. and Esteban-Navarro, M. Á. (2020), A project management approach to competitive intelligence (No. ART-2020-121331). https://doi.org/10.37380/jisib.v10i3.636 DOI: https://doi.org/10.37380/jisib.v10i3.636
Hassani, A. and Mosconi, E. (2021), “Competitive intelligence and absorptive capacity for enhancing innovation performance of SMEs”, Journal of Intelligence Studies in Business, Vol. 11 No 1, pp. 20–27. http://dx.doi.org/10.37380/jisib.v1i1 DOI: https://doi.org/10.37380/jisib.v1i1.692
Herring, J. P. (1999), “Key intelligence topics: A process to identify and define intelligence needs”, Competitive Intelligence Review: Cooperation with the Society of Competitive Intelligence Professionals, Vol 10 No 2, pp. 4–14. https://doi.org/10.1002/(SICI)1520-6386(199932)10:2%3C4::AID-CIR3%3E3.0.CO;2-C DOI: https://doi.org/10.1002/(SICI)1520-6386(199932)10:2<4::AID-CIR3>3.3.CO;2-3
Huvila, I. (2020), “Information-making-related information needs and the credibility of information”, In Information Research an international electronic journal, Vol. 25 No 4. Available at: https://informationr.net/ir/25-4/isic2020/isic2002.html
Ikoja-Odongo, R. and Mostert, J. (2006), “Information seeking behaviour: A conceptual framework”, South African Journal of Libraries and Information Science, Vol. 72 No 3, pp. 145–158. http://dx.doi.org/10.7553/72-3-1112 DOI: https://doi.org/10.7553/72-3-1112
Ingwersen, P. and Järvelin, K. (2005), The turn: Integration of information seeking and retrieval in context. Springer. DOI: https://doi.org/10.1145/1113343.1113351
Jennerich, E. Z. and Jennerich, E. J. (1997), The reference interview as a creative art (2nd ed). Libraries Unlimited.
Jin, T. and Bouthillier, F. (2008), Information behavior of competitive intelligence professionals: A convergence approach. In Proceedings of the 36th annual conference of the Canadian Associafion for Informafion Science (pp. 5–7).
Jinkook, L. and Jinsook, C. (2005), “Consumers’ use of information intermediaries and the impact on their information search behavior in the financial market”, Journal of Consumer Affairs, Vol. 39 No 1, pp. 95–120. http://dx.doi.org/10.1111/j.1745-6606.2005.00005.x DOI: https://doi.org/10.1111/j.1745-6606.2005.00005.x
Kuhlthau, C. C. (2004), Seeking meaning: A process approach to library and information services (2nd ed). Ablex Publishing.
Leckie, G. J., Pettigrew, K. E. and Sylvain, C. (1996), “Modelling the information seeking of professionals: A general model derived from research on engineers, health care professionals, and lawyers”, The Library Quarterly, Vol. 66 No 2, pp. 161–193. https://doi.org/10.1086/602864 DOI: https://doi.org/10.1086/602864
Lichstein, P. R. (1990), The medical interview. In Walker, H. K., Hall, W. D., and Hurst, J. W. (eds), Clinical methods: The history, physical, and laboratory examinations (3rd. ed). Butterworths. [Online]. Available from: https://www.ncbi.nlm.nih.gov/books/NBK349/
Lundh, A. (2010), “Studying information needs as question-negotiations in an educational context: A methodological comment”, Information Research an international electronic journal, Vol 15 No 4. Available from: http://informationr.net/ir/15-4/colis722.html
Luo, L. and Park, V. T. (2013), “Preparing public librarians for consumer health information service: A nationwide study”, Library and Information Science Research, Vol. 35 No 4, pp. 310–317. https://doi.org/10.1016/j.lisr.2013.06.002 DOI: https://doi.org/10.1016/j.lisr.2013.06.002
Madureira, L., Popovič, A. and Castelli, M. (2021), “Competitive intelligence: A unified view and modular definition”, Technological Forecasting and Social Change, Vol. 173 No 1, pp. 121086. https://doi.org/10.1016/j.techfore.2021.121086 DOI: https://doi.org/10.1016/j.techfore.2021.121086
Maritz, R. and Du Toit, A. (2018), “The practice turn within strategy: Competitive intelligence as integrating practice”, South African Journal of Economic and Management Sciences, Vol. 21 No 1, pp. 1–14. DOI: https://doi.org/10.4102/sajems.v21i1.2059
Maungwa, T. and Fourie, I. (2018), “Competitive intelligence failures: An information behaviour lens to key intelligence and information needs”, Aslib Journal of Information Management, Vol. 70 No 4, pp. 367–389. http://dx.doi.org/10.4102/sajems.v21i1.2059 DOI: https://doi.org/10.1108/AJIM-01-2018-0018
Maungwa, T. and Fourie, I. (2020), “How experiences reported on intermediary information seeking from inter-disciplinary contexts can inform a study on competitive intelligence professionals”, Information Research an international electronic journal, Vol. 25 No 4. Available from: https://informationr.net/ir/25-4/isic2020/isic2023.html
Maungwa, T. and Laughton, P. (2023), “The use of theories in competitive intelligence: A systematic literature review”, Journal of Intelligence Studies in Business, Vol. 13 No 2, pp. 43–60. https://doi.org/10.37380/jisib.v13i2.1083 DOI: https://doi.org/10.37380/jisib.v13i2.1083
McGonagle, J. J. and Vella, C. M. (2004), The Manager’ Guide to Competitive Intelligence, Praeger, Westport, CT.
McKenzie, P. J. (2003). “A model of information practices in accounts of everyday-life information seeking”, Journal of Documentation, Vol. 59 No 1, pp. 20–39. https://doi.org/10.1108/00220410310457993 DOI: https://doi.org/10.1108/00220410310457993
Muller, M. L. (2002), Managing competitive intelligence. Knowres Publishing.
Murphy, C. (2006), “Competitive intelligence: What corporate documents can tell you”, Business Information Review, Vol. 23 No 1, pp. 35–42. http://dx.doi.org/10.1177/0266382106063059 DOI: https://doi.org/10.1177/0266382106063059
Nasri, W. (2011), “Competitive intelligence in Tunisian companies”, Journal of Enterprise Information Management, Vol. 24 No 1, 53–67. https://doi.org/10.1108/17410391111097429 DOI: https://doi.org/10.1108/17410391111097429
Nelke, M. and Håkansson, C. (2015), Competitive intelligence for information professionals. Chandos Publishing. DOI: https://doi.org/10.1016/B978-0-08-100206-3.00001-0
Nicholas, D. and Herman, E. (2010), Assessing information needs in the age of the digital consumer. Routledge. DOI: https://doi.org/10.4324/9780203855799
Pellissier, R. and Nenzhelele, T. E. (2013), “Towards a universal definition of competitive intelligence”, South African Journal of Information Management, Vol. 15 No 2, pp. 1–7. https://doi.org/10.4102/sajim.v15i2.559 DOI: https://doi.org/10.4102/sajim.v15i2.559
Prakasan, P. M. (2013), “Information needs and use of healthcare professionals: International perspective”, DESIDOC Journal of Library and Information Technology, Vol. 33 No 6, pp. 145–178. https://doi.org/10.14429/djlit.33.6.5490 DOI: https://doi.org/10.14429/djlit.33.5490
Ranjan, J. and Foropon, C. (2021), “Big data analytics in building the competitive intelligence of organizations”, International Journal of Information Management, Vol. 56 No 1, pp. 102231. https://doi.org/10.1016/j.ijinfomgt.2020.102231 DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102231
Rapp, A. and Baker, T. L. (2011), “Conceptualizing salesperson competitive intelligence: An individual-level perspective”, Journal of Personal Selling and Sales Management, Vol. 31 No 2, pp. 141–155. http://dx.doi.org/10.2753/PSS0885-3134310203 DOI: https://doi.org/10.2753/PSS0885-3134310203
Rouach, D. and Santi, P. (2001), “Competitive intelligence adds value: Five intelligence attitudes”, European Management Journal, Vol. 19 No 5, pp. 552–559. https://doi.org/10.1016/S0263-2373(01)00069-X DOI: https://doi.org/10.1016/S0263-2373(01)00069-X
Salguero, G. C., Gámez, M. Á. F., Fernández, I. A. and Palomo, D. R. (2019), “Competitive intelligence and sustainable competitive advantage in the hotel industry”, Sustainability, Vol. 11 No 6, pp. 1–12. https://doi.org/10.3390/su11061597 DOI: https://doi.org/10.3390/su11061597
Strauss, A. C. and Du Toit, A. S. A. (2010), “Competitive intelligence skills needed to enhance South Africa’s competitiveness”, In Aslib Proceedings, Vol. 62 No 3, pp. 302–320. Emerald Group Publishing. DOI: https://doi.org/10.1108/00012531011046925
Saracevic, T. (1997), “The stratified model of information retrieval interaction: Extension and applications”, In Proceedings of the Annual Meeting-American Society for Information Science, Vol. 34 No 1, pp. 313–327. Available from: https://eric.ed.gov/?id=EJ557217
Savolainen, R. (2010), “Source preference criteria in the context of everyday projects: Relevance judgments made by prospective home buyers”, Journal of Documentation, Vol. 66 No 1, pp. 70–92. https://doi.org/10.1108/00220411011016371 DOI: https://doi.org/10.1108/00220411011016371
Savolainen, R. (2024). “Approaching information-seeking habits and their contextual features”, Information Research an international electronic journal, Vol. 29 No 2. Available from: https://informationr.net/infres/article/view/706 DOI: https://doi.org/10.47989/ir292706
Singh, A. and Hess, T. (2017), “How chief digital officers promote the digital transformation of their companies”, MIS Quarterly Executive, Vol. 16 No 1, pp. 1–17. Available from: https://aisel.aisnet.org/misqe/vol16/iss1/5/
Sufah, F. and Subiyantoro, S. (2023), “Building customer loyalty and analysis competitor in Islamic education institutions”, Munaddhomah: Jurnal Manajemen Pendidikan Islam, Vol. 4 No 2, pp.165–174. https://doi.org/10.31538/munaddhomah.v4i2.346 DOI: https://doi.org/10.31538/munaddhomah.v4i2.346
Sundin, O. and Johannisson, J. (2005), The instrumentality of information needs and relevance. In International conference on conceptions of library and information sciences (pp. 107–118). Springer. DOI: https://doi.org/10.1007/11495222_10
Tarek, B. H., Zouhayer, M. and Adel, G. (2019), “Entrepreneurial competitive intelligence between Uppsala model and born global theories in the case of North African SMEs”, Journal of the Knowledge Economy, Vol 10 No 2, pp. 734–755. https:// DOI%3A10.1007/s13132%2D017%2D0489%2D6 DOI: https://doi.org/10.1007/s13132-017-0489-6
Taylor, R. S. (1968), “Question-negotiation and information seeking in libraries”, College and Research Libraries, Vol. 29 No 3, pp. 178–194. Available from: https://tefkos.comminfo.rutgers.edu/Courses/612/Articles/TaylorQuestionNegotiation.pdf DOI: https://doi.org/10.5860/crl_29_03_178
Van den Berg, L., Coetzee, B. and Mearns, M. (2020), “Establishing competitive intelligence process elements in sport performance analysis and coaching: A comparative systematic literature review”, International Journal of Information Management, Vol. 52 No 1, pp. 102071. https://doi.org/10.1016/j.ijinfomgt.2020.102071 DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102071
Wilson, T. D. (1981), “On user studies and information needs”, Journal of Documentation, Vol. 37 No 1, pp. 3–15. https://doi.org/10.1108/eb026702 DOI: https://doi.org/10.1108/eb026702
Wilson, T. D. (1999), “Models in information behaviour research”, Journal of Documentation, Vol. 55 No 3, pp. 249–270. https://doi.org/10.1108/EUM0000000007145 DOI: https://doi.org/10.1108/EUM0000000007145
Wilson, T. D. (2002), “Alfred Schutz, phenomenology and research methodology for information behaviour research”, Information Research an international electronic journal, Vol. 3 No 71, pp. 1–15. Available from: https://informationr.net/tdw/publ/papers/schutz02.html
Wilson, T. D. (2016), “A general theory of human information behaviour”, Information Research an international electronic journal, Vol. 21 No 4. Available from: https://informationr.net/ir/21-4/isic/isic1601.html
Zhang, X., Liu, J., Wang, X., Ma, W. and Yan, P. (2024), “Examining information needs of public data service users: a study based on the ‘Message Board for Leaders of People’s Daily in China”, Information Research an international electronic journal, Vol. 29 No 2, pp. 701–723.Available from: https://informationr.net/infres/article/view/857/435 DOI: https://doi.org/10.47989/ir292857
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Journal of Intelligence Studies in Business
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
