Competitive Intelligence Competitive Intelligence: A Proposal for Value Creation through Information and Knowledge – The Limeira Gross Domestic Product Sector: Brazil

Competitive Intelligence Competitive Intelligence: A Proposal for Value Creation through Information and Knowledge – The Limeira Gross Domestic Product Sector: Brazil

Pedro Fernandes da Anunciação (Instituto Politécnico de Setúbal, Portugal), António Carlos Zambon (Universidade de Campinas, Brazil), Fernanda de Jesus Andrade (Instituto Politécnico de Setúbal, Portugal) and Carla S. Sanches de Sousa (Instituto Politécnico de Setúbal, Portugal)
DOI: 10.4018/978-1-5225-0973-8.ch015
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Abstract

In the fashion accessories business, which is essentially based on SMEs (small and medium sized enterprises) there is a lack of know-how about information systems potential to obtain and analyze the market and its tendencies. The adoption of management practices based on accurate market and organization information are key factors for the definition of strategies for the sustainable development. The ability to see important issues in the chain of value is crucial to identify the most important factors for success, to anticipate the competition and to have pro-active management instead of reacting to market pressures (Thomas, Krishnamoorthy, Singh & Venkateswaran, 2015). In this context, considering the consequences of information systems on company results and their contribution for social and economic development, the authors have carried out research in the fashion accessories industry so as to enlarge knowledge on the subject. Here the industry is characterized in Limeira, São Paulo, Brazil, referring to the contribution of this sector in the economy. Then, the relevance of the information systems integration in the production in the value chain and the challenges and problems needed to be overcome by small companies is analyzed using a focus group technique with SMEs directors and managers. Finally, the main results are discussed, summarized and directions for further research are formulated. This study aimed to analyze the purpose of Sindijóias, industry union, to the creation of an intelligence center to support the competitiveness of the accessory jewelry companies. It also provides a knowledge proposal and possible solutions for companies and a contribution of academic value due to the lack of research in the area.
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Literature Review

Market organizational adaptability depends of organizational competitiveness which is a critical factor for the economic success. Competing in this dimension means possessing the ability to «orchestrate all the leads» that the market supplies (Berry, Carbone & Haeckel, 2002). To understand it adequately, valuing each respective true capability being conscious of the company limitations, in other words, to develop an adequate intelligence system.

The necessary key-drivers are supported in some competences (Mcconnell & Ward-Perkins, 1998):

  • Accessing to various markets reaching potential clients (Globalization);

  • Having better relationship with customers, anticipating market needs, taking opportunities for new products and innovative solutions (Anticipation);

  • Allowing subcontracting, establishing partnerships for various activities, searching for excellence (Specialization);

  • Involving the value chain in the final success of the product. Developing close relationship with clients and suppliers;

  • Partnerships with clients and suppliers;

  • Developing processes and commercialization before competition. (Reactivity)

  • Reorganizing the company as to paperwork and definition of responsibilities in order to be more quick and flexible (Productivity);

  • Management and communication of quality procedures according to customer demands (Quality).

It is relevant, in this new techno-economical paradigm of technological and informative technologies, to consider that the permanent needs for adjustment suppose:

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