Competitive Intelligence Attitudes and Competitive Advantage

Abstract

The purpose of this article is to investigate the relationship between the five attitudes of competitive intelligence (Invasive, assault, active, reactive and ignorant) and competitive advantage in hotels of Shiraz. The research is developmental- practical with quantitative approach and was done via Structural Equation Modeling. The population of this research included hotel managers of Shiraz. A hundred and six participants completed the questionnaire via classified random sampling. The relationship between latent and observable variables was determined by confirmatory factor analysis. The results of model Goodness showed that the managers of Shiraz hotels have “invasive” and “assault” attitudes. Thus, there is a significant relationship between these two attitudes and “cost reduction” and “differentiation” strategies. The findings can help hotel managers to move toward competitive advantage by considering the importance of the above mentioned attitudes.

Keywords

• competitive intelligence
• competitive advantage
• hotel industry