Résumé:
With globalization and the evolution of consumer needs, companies are
obliged to innovate in order to differentiate themselves from other
competitors in order to survive in this harsh environment and to be
competitive. To do this, they must listen to their internal and external
environment based on the consumer, who is taking a great deal of
importance in the minds of researchers because of the complexity and
constant change of his behaviour. Competitive intelligence is a tool that
allows the company to anticipate market changes and thus understand the
needs of the consumer and therefore boosts its competitiveness.
During our research we will show the contribution of competitive
intelligence on the competitiveness of the company
