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Since the turn of the 21st century, competitive intelligence has slowly but surely evolved as a critical worldwide strategic business management tool. In today's fast paced world, business survival depends on you gaining a full understanding of your market and a competitive environment. Evidence from other countries shows that the use of competitive intelligence processes assist the company to avoid surprises. A company that ignores to watch and analyse its competition is no doubt poorly equipped to come up and execute a long term winning business strategy. The advantages and benefits of competitive intelligence are obvious, but it's hard to understand why the concept has not been widely adopted in Zimbabwe.