The business intelligence in the moroccan industrial companies

Résumé

The main goal of this work is to understand the use of environmental scanning by senior
managers in the context of the Moroccan pharmaceutical industry. This work also makes it
possible to compare our hypotheses of research with the reality of the Moroccan ground. Our
results showed that competitors is the main variable impacting the perception of uncertainty in
the top manager and pushes him to increase his monitoring frequency based mainly on external
and personal sources. On a methodological level, we mobilized a hybrid exploratory approach,
based on 13 guided interviews with senior managers operating in the Moroccan pharmaceutical
industry.