An investigation into the applicability of competitive intelligence in the construction industry : the case of Focus Construction (2009 to 2012)

Abstract

The aim of this study was to assess the applicability of competitive intelligence as a source of sustained competitive advantage in the construction industry of Zimbabwe. Literature provides a six stage intelligence cycle against which competitive intelligence can be assessed. Numerous studies have been conducted on the use of competitive intelligence in other countries but not in Zimbabwe; hence this research attempted to close the research gap by investigating into the applicability of competitive intelligence in the construction industry.

A triangulated research philosophy based on a case study strategy was adopted to solicit perceptions of the respondents of this study. A total of 35 questionnaires were distributed randomly to management and staff at Focus Construction. The questionnaire consisted of closed and open-ended questions for easy analysis. Thus, data analysis of responses was based on frequencies (extracted from SPSS v19) as well as content analysis in order to derive meaning from the data gathered.

The study showed the applicability of CI as a source of sustained competitive advantage. The study recommended to management at Focus Construction that they should adopt CI systems, train their staff on how to gather, analyze and report CI, set an internal CI audit and research and development departments, to make CI a part of every employee’s job and to inculcate a high performing and competitive culture. Areas of further study should focus on assessing the impact of construction ICT infrastructure on the performance of construction companies, evaluating CI as a strategic tool in the construction industry and investigating whether training of staff on CI would improve competitive strength of organizations in the construction industry.