What is Competitive Intelligence?

Competitive Intelligence (CI) is the collection and analysis of information to anticipate competitive activity, see past market disruptions and dispassionately interpret events.

It is an essential component to developing a business strategy. CI analysis provides insight into marketplace dynamics and challenges in a structured, disciplined, and ethical manner using published and non-published sources.


  • Incorporates external competitive and market forces into strategic planning
  • Generates strategically relevant insights from research and structured analysis
  • Enhances marketing, strategic planning, finance, and operations
  • Conforms to antitrust and trade secret laws, legal and ethical best practices and the client's corporate code of behavior
  • Minimizes decision risk and reduces uncertainty about external developments


  • Develop corporate or business unit strategies
  • Shape counter-competitive strategies against one or more competitors
  • Prepare a new product launch, new market entry, or other strategic move in the market
  • Benchmark other organizations
  • Anticipate and plan for future market opportunities and disruptions
  • Assess effectiveness of competitors market positioning and product messaging


  • Competitive Strategy
  • War Gaming
  • Scenario Planning
  • Research and Analysis
  • CI Process Development
  • Win/Loss Analysis
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Competitive Intelligence Dictionary
Learn the language of intelligence

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Competitive Threats White Paper
A survey on the most and least significant threats to U.S. and European companies


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The Secret Language of Competitive Intelligence
Leonard Fuld's current book on how to see through and stay ahead of business disruptions, distortions, rumors and smoke screens

Competitive Intelligence Library

RC_TheNewCI The New Competitor Intelligence
In The New Competitor Intelligence reference source, we have distilled timeless competitive intelligence tips, concepts, and techniques.

WP_GlobalBenchmarkingUpdate CI Global Benchmarking Project Update
Super corporate intelligence programs have grown, despite a recession

WP_CodeofEthics Code of Ethics
A legal and ethical competitive intelligence guide for clients

WP_WarGamesinEraofCollaboration War Games in an Era of Collaboration
War games are not about war-they are largely about managing your competition

WP_MeasuringtheValueofCI Measuring the Value of CI
The inadequacies of return-on-investment calculations

More CI Resources >

If you'd like to learn more about CI, or to discuss your CI needs, fill out this form.




You can also reach us at +1.617.492.5900 (US), +44 (0) 20 7659 6999 (UK), or email us at info@fuld.com.