Competitor Orientation of Cognitive Organizational System Scale

What it measures

Parallel form of COCS (1846) measuring the extent to which an organisation’s information processing activities are oriented toward competitors. Covers the same four facets—generation, dissemination, analysis, and storage—directed at competitive intelligence rather than customer intelligence. All four sub-scales meet the reliability threshold. The cognitive system was the dominant driver of competitor-related responsiveness, outweighing the affective system.

Representative items

• We systematically and constantly gather information about our competitors.
• Our top managers periodically analyze and interpret the gathered information on competitors.
• We regularly and systematically store and update information about our competitors in the corresponding information systems.

Citation

Homburg, C., Grozdanovic, M., & Klarmann, M. (2007). Responsiveness to customers and competitors: The role of affective and cognitive organizational systems. Journal of Marketing, 71(3), 18–38.