COMPETITIVE INTELLIGENCE PRACTICES AND DECISION SUPPORT IN MOROCCAN FIRMS AN EXPLORATORY ANALYSIS OF AGGREGATE SURVEY DATA

This study examines how competitive intelligence practices are organized and used for decision support in Moroccan firms. A descriptive secondary analysis was performed on internally summing aggregate tables from a doctoral survey reporting 150 responses among 260 contacted firms in Tangier, Casablanca, Fez and Kenitra during January 2024–March 2025. Frequencies, ordinal distributions and model-based Wilson intervals were recalculated; incompatible bases, duplicated items and unreconciled cross-tabulations were excluded. Systematic environmental scanning was reported in 47 of 150 responses (31.3%), whereas 97 (64.7%) reported formalized intelligence processes. High or very high staff awareness was reported in 18 responses (12.0%); strong or very strong integration of information into strategic decisions in 69 (46.0%); and frequent or very frequent training in 58 (38.7%). Performance indicators were present in 57 responses (38.0%). Respondents selected analysis and diagnosis more often than monitoring and evaluation as stages where intelligence was used, with marginal selection rates of 86.7% and 36.7%, respectively. Favorable perceptions of competitive advantage and improvement coexisted with limited reported monitoring, but aggregate data cannot establish whether these characteristics occurred within the same firms. The findings identify priorities for information governance, staff development and decision traceability. They provide an exploratory profile of the tabulated responses rather than evidence of causal performance gains or nationally representative adoption rates.