ASSESSMENT OF THE EFFECT OF COMPETITIVE INTELLIGENCE ON MARKET SUCCESS IN THE MEDIA INDUSTRY IN RWANDA. A CASE OF NATION MEDIA GROUP
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 5, Issue 6
Abstract
Competitive Intelligence (Cl) is both a process and a product. The process of Competitive Intelligence is the action of gathering, analyzing, and applying information about products, domain constituents, customers, and competitors. This practice is good for the short term and long term planning needs of an organization. The product of Competitive Intelligence is the actionable output ascertained by the needs prescribed by an organization. Competitive Intelligence is an ethical and legal business practice. Competitive intelligence is essential since it entails getting a strategy to accomplish laid down company objectives. The objective of this study was to assess the effect of competitive intelligence on market success. The study adopted a descriptive survey design. Stratified random sampling was used to determine the sample size. The target population for the study was 150 employees of Nation Media group in Rwanda. The study used both primary and secondary data, where questionnaires, interview were used for data collection. Data collected was analyzed through SPSS version 21. Data analysis involved statistical computations for averages, percentages, and correlation and regression analysis. Ordinary least squares (OLS) regression method of analysis was adopted to determine the inferential statistics. This is because helped in determining the market success. The study found a positive relationship between competitive intelligence and market success. A 1% increase in product intelligence leads to a 25.3% increase in market success, while a 1% increase in new market success leads to a 44.5% increase market success and a 1% increase in technology intelligence leads to a 39.6% increase in market success while a 1% increase in strategic intelligence leads to a 59.8% increase market success. The study concluded that firms should lean towards competitive intelligence practices to increase their market success. This relationship is expected as firms increase on competitive intelligence market success also increases. The study recommends that media industry should be more vigorous in establishing strategic alliance intelligences through mergers and acquisitions, penetrate foreign market through alliances, cross-border listing and trading, change of business processes, engaging in strategic alliances with other media institutions, global intelligence alliance and agency approach and partnerships which affect the success of the sector.
Authors and Affiliations
Timna Nibakabeho| Jomo Kenyatta University of Agriculture and Technology, Kigali, Rwanda, Julius Warren Kule (PhD)| Jomo Kenyatta University of Agriculture and Technology, Kigali, Rwanda
Keywords
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