Diseño de una metodología para evaluar el nivel competitivo y tecnológico de los establecimientos especializados en comercio al por menor fundamentada en la inteligencia competitiva
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Fecha
2016
Autores
Ruiz Ohlsen, Fernando Adolfo
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Ediciones Universidad Simón Bolívar
Facultad de Ingenierías
Facultad de Ingenierías
Resumen
La presente investigación tuvo como objetivo evaluar el nivel competitivo y tecnológico de los establecimientos especializados en comercio al por menor en el sector de Barranquillita (Barranquilla - Atlántico) para identificar áreas de oportunidad en el desarrollo de la inteligencia competitiva. Para ello se desarrollaron dos fases: la preliminar y la de acción. La fase preliminar abarca cuatro etapas; inicia con las bases conceptuales suministrada por literatura referente al proceso de Inteligencia Competitiva y el contextualizarlo con las condiciones del sector en estudio, lo cual indujo a la construcción y validación del instrumento MFC_IC (matriz de factores Claves de inteligencia competitiva) que permitió recolectar datos para medir e indagar el nivel competitivo de los establecimientos objeto de estudio, en relación a los quince factores y las cinco dimensiones de IC adoptadas en el presente estudio (Inteligencia del Entorno Social, Inteligencia Estratégica, Inteligencia Comercial, Inteligencia de los competidores e Inteligencia Tecnológica); en términos generales, escuchar activamente el entorno y finalizar con la creación de la base de conocimiento que no fue otra que el obtener información a partir del procesamiento de los datos y determinar el nivel competitivo para cada una de las empresas objeto de estudio. La fase de acción contempla la Generación de Inteligencia, la cual tuvo meta identificar las oportunidades de mejora y termina con la comunicación de los resultados a los actores participantes del proceso y aquellos que puedan tener injerencia en la toma de decisiones para el desarrollo del sector. Resultado de utilizar el análisis de conglomerado sobre los datos de la MFC_IC, se encontró 4 clústeres que muestran de manera general los niveles competitivos de las empresas estudiadas y se estableció el orden jerárquico entre clústeres, lo cual conllevó a identificar las dimensiones de la MFC_IC que tiene un mejor comportamiento competitivo en el sector de Barranquillita. El estudio concluyó que el perfil 1 corresponde al grupo de establecimientos que presentan mayor desarrollo de la capacidad competitiva, alcanzando una valoración del 63,34% en promedio, el perfil 2 obtuvo un 53.33%, el perfil 3 alcanzó una valoración de, 46,66% mientras que el perfil 4 solo ha desarrollado el 36,66% de su potencial competitivo. De igual manera, concluyó que las dimensiones con un mejor comportamiento competitivo son las Dimensiones de Inteligencia Comercial y de los Competidores, seguida de las dimensiones de Inteligencia Estratégica y Tecnológica, y la Inteligencia del Entorno Social obtuvo la menor valoración, siendo totalmente congruente con la realidad del sector. Finalmente, del análisis comparativo entre los objetivos establecidos para cada factor en las distintas dimensiones y la valoración obtenida para ellos, se identificaron oportunidades de mejora para cada perfil competitivo, que servirán como base para la toma de decisiones estratégicas de los administradores o propietarios de los establecimientos.
The objective of the present investigation was to evaluate the competitive and technological level of retail trade establishments in the sector of Barranquillita (Barranquilla - Atlántico) to identify areas of opportunity in the development of competitive intelligence. For this, two phases were developed: the preliminary and the action phase. The preliminary phase comprises tour stages; Starts with the conceptual bases provided by the literature on the Competitive lntelligence process and contextualizes it with the conditions of the sector under study, which led to the construction and validation of the MFC_IC (Key Competitive lntelligence matrix) tool that allowed the collection of data for To measure, and to investigate the competitive level of the establishments under study, in relation to the fifteen factors and the five dimensions of CI adopted in the present study (Social Environment lntelligence, Strategic lntelligence, Business lntelligence, Competitor lntelligence and Technological lntelligence ); In general terms, actively listen to the environment and end with the creation of the knowledge base that was none other than obtaining information from the data processing and determining the competitive leve! for each of the companies under study. The action phase contemplates the Generation of lntelligence, which had a goal to identify the opportunities for improvement and ends with the communication of the results to the actors involved in the process and those. who may have interference in decision making for the development of the sector. The result of using the cluster analysis on the MFC_IC data, we found 4 clusters that show in general the competitive levels of the companies studied and established the hierarchical arder between clusters, which led to identify the dimensions of the MFC _IC that Has a better competitive behavior in the sector of Barranquillita. The study concluded that profile 1 corresponds to the group of establishments that present greater development of the competitive capacity, reaching an average of 63.34%, profile 2 obtained 53.33%, profile 3 reached an assessment of 46, 66% while profile 4 alone has developed 36.66% of its competitive potential. In the same way, he concluded that the dimensions with a better competitive behavior are the Dimensions of Commercial lntelligence and Competitors, followed by the dimensions of Strategic and Technological lntelligence, and the lntelligence of the Social Environment obtained the lowest valuation, being totally congruent with the Reality of the sector. Finally, from the comparative analysis between the objectives established for each factor in the different dimensions and the valuation obtained for them, opportunities for improvement were identified for each competitive profile, which will serve as a basis for the strategic decision making of the managers or owners of the Establishments.
The objective of the present investigation was to evaluate the competitive and technological level of retail trade establishments in the sector of Barranquillita (Barranquilla - Atlántico) to identify areas of opportunity in the development of competitive intelligence. For this, two phases were developed: the preliminary and the action phase. The preliminary phase comprises tour stages; Starts with the conceptual bases provided by the literature on the Competitive lntelligence process and contextualizes it with the conditions of the sector under study, which led to the construction and validation of the MFC_IC (Key Competitive lntelligence matrix) tool that allowed the collection of data for To measure, and to investigate the competitive level of the establishments under study, in relation to the fifteen factors and the five dimensions of CI adopted in the present study (Social Environment lntelligence, Strategic lntelligence, Business lntelligence, Competitor lntelligence and Technological lntelligence ); In general terms, actively listen to the environment and end with the creation of the knowledge base that was none other than obtaining information from the data processing and determining the competitive leve! for each of the companies under study. The action phase contemplates the Generation of lntelligence, which had a goal to identify the opportunities for improvement and ends with the communication of the results to the actors involved in the process and those. who may have interference in decision making for the development of the sector. The result of using the cluster analysis on the MFC_IC data, we found 4 clusters that show in general the competitive levels of the companies studied and established the hierarchical arder between clusters, which led to identify the dimensions of the MFC _IC that Has a better competitive behavior in the sector of Barranquillita. The study concluded that profile 1 corresponds to the group of establishments that present greater development of the competitive capacity, reaching an average of 63.34%, profile 2 obtained 53.33%, profile 3 reached an assessment of 46, 66% while profile 4 alone has developed 36.66% of its competitive potential. In the same way, he concluded that the dimensions with a better competitive behavior are the Dimensions of Commercial lntelligence and Competitors, followed by the dimensions of Strategic and Technological lntelligence, and the lntelligence of the Social Environment obtained the lowest valuation, being totally congruent with the Reality of the sector. Finally, from the comparative analysis between the objectives established for each factor in the different dimensions and the valuation obtained for them, opportunities for improvement were identified for each competitive profile, which will serve as a basis for the strategic decision making of the managers or owners of the Establishments.
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Palabras clave
Inteligencia competitiva, Nivel competitivo, Información del entorno, Competitive intelligence, Competitive level, Environmental information