THE ROLE OF ORGANIZATIONAL CULTURE IN ENSURING OF COMPETITIVE INTELLIGENCE

The aim of the paper is to study the role of organisational culture in reaching the business aims of enterprise by using of holistic approach in the management process of competitive intelligence (CI). The ground for creating appropriate culture is provided by standardisation of competitive intelligence processes and accurate definition of survey questions in the stage of focusing. The aim of enterprise culture development is to make competitive intelligence an integrated and concurrent component providing important contribution in decision making. Intelligence of competitive environment is a social process. Culture of each enterprise determines how the information turnover will function in the organisation and what will the common criteria of the enterprise be for achievement of aims. Understanding of mission and strategy in the enterprise, as well as coordination of common goals will depend on the type of organisational culture.