Competitive Intelligence and Marketing Effectiveness of Corporate Business Organizations in Nigeria

This study assessed with empirical analysis the competitive intelligence and marketing effectiveness of corporate organizations in Nigeria. Competitive intelligence is the gathering of relevant information that facilitate continuous forecast of sales, resulting in competitive advantages. The study used a survey research method. The sample size for the study was one hundred and thirty-three respondents of which only one hundred and eighteen was retrieved, and the probability technique adopted was the stratified random sampling technique. Data was obtained both from primary and secondary sources. The questionnaire being the key instrument for the generation of data was used to generate primary data. The statistical tools used for testing the two null hypotheses were the Pearson product moment correlation and the T-test. It was discovered that there was a significant positive relationship between competitive intelligence and organizational profitability. Based on this organizations are encouraged to setup a competitive intelligence unit or department in their organization in order to have a competitive advantage.