Aplicación de Inteligencia Estratégica Anticipativa y Colectiva: Innovando la Tomada de Decisión Estratégica a partir del Aprendizaje y Creación de Sentido

The Anticipative and Collective Strategic Intelligence (ACSI) is an innovative tool for strategic decisionmaking. The aim of this paper is to develop the application of ACSI as a learning process, in order to identify and analyze its advantages and difficulties as a technique for innovation in decision-making. The study was conducted from public and secondary information of a cosmetic and toiletry Brazilian company (Alfa), plus some information of its economic sector, of competitors and of consumer markets, among others. The research is characterized as qualitative, exploratory and interpretive. One of the results of this learning experience is that, mainly, it promotes a process of collective interpretation of unstructured information, able to identify opportunities and threats, also allowing decision-makers to act in advance, innovating processes and strategies; it requires teamwork as well as systemic and holistic knowledge of the organization and its environment; and it instigates the proactive attitude and develops the cognitive, affective and social ability of the analysts.