Competitive intelligence and competitive advantage in pharmaceutical firms in developing economies: A review of Lagos State, Nigeria

Abstract

Competitive intelligence has remained a significant intervening variable on competitive advantage in the business world as part of survival and expansion. This reality exists in both the advanced and developing economies of the world. This study therefore examines the influence of competitive intelligence on competitive advantage of pharmaceutical firms in Lagos State, Nigeria. To achieve this objective, four hypotheses were formulated to establish whether a relationship existed between the two variables i.e. competitive intelligence and competitive advantage. The study adopted survey research design; data were obtained from structured questionnaire and analyzed using the one sample T- Test statistic. The result of the analysis revealed that a significant relationship existed between competitive intelligence and competitive advantage in pharmaceutical firms. Based on the findings, it was concluded that the role of competitive Intelligence on competitive advantage is to provide strategic information that will guide pharmaceutical firms in the task of improved marketing innovations to meet the need of the customers. Among other things the study recommended that for pharmaceutical firms to gain competitive advantage and increase their performance, they should leverage on useful information gathered in their environment to engage not only in product development but also in constantly making relevant innovations/modifications to their existing marketing strategies.