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Generating competitive intelligence within higher education institutions. Case study in Constanta Maritime University


  • Simona Mina

    () (Constanta Maritime University, Romania)

  • Felicia Surugiu

    (Constanta Maritime University, Romania)

  • Ioana Surugiu

    (Constanta Maritime University, Romania)

  • Viorela Georgiana Cristea

    (Constanta Maritime University, Romania)


Nowadays marketing strategies means customer and competitive intelligence. In sharp contrast to customer intelligence, there is a little research on how competitive intelligence is actually generated within an organization. Our research intends to establish if Constanta Maritime University is concerned in implementing principles of new public management and in developing and improving the competitive intelligence generation process. Drawing on both department interviews with full time professors who conduct competitive intelligence and academic literature in related fields, the authors established a novel conceptual framework that describes three independent phases of the competitive intelligence generation process: 1. Organizing for competitive intelligence within universities; 2. Searching for information; 3 Sense making of competitive intelligence in developing programs in university. Does our university develop systematic programs for gathering and analyzing information about the educational services' offer of our main competitors? Is the decisional process in university oriented on our educational strategic goals? Is satisfactory of students one of the important objective in educational process? We created a methodological instrument for measuring: student's satisfaction in educational process, collegial evaluation process and satisfaction of professors within university and the way of this level of satisfaction will influence strategically decisions within Constanta Maritime University.

Suggested Citation

  • Simona Mina & Felicia Surugiu & Ioana Surugiu & Viorela Georgiana Cristea, 2014. "Generating competitive intelligence within higher education institutions. Case study in Constanta Maritime University," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 7(1), pages 84-93, June.
  • Handle: RePEc:rse:wpaper:v:7:y:2014:i:1:p:84-93

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    References listed on IDEAS

    1. Julian Villanueva & Pradeep Bhardwaj & Sridhar Balasubramanian & Yuxin Chen, 2007. "Customer relationship management in competitive environments: The positive implications of a short-term focus," Quantitative Marketing and Economics (QME), Springer, vol. 5(2), pages 99-129, June.
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    More about this item


    competitive intelligence; new public management; quality management;

    JEL classification:

    • I25 - Health, Education, and Welfare - - Education - - - Education and Economic Development
    • I28 - Health, Education, and Welfare - - Education - - - Government Policy
    • O15 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Economic Development: Human Resources; Human Development; Income Distribution; Migration
    • O16 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance


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