Most companies have at least developed generic ethical guidelines. Many companies take that a step further and develop guidelines specific to the competitive intelligence process. Competitive intelligence is not war. All games have rules Competitive intelligence is not a war but a strategic game. As such, it requires a completely different mindset.
Nobody likes cheaters.
Sportsmanlike conduct means that you play by a set of rules. Companies often have different ideas about what behavior is acceptable and what is not. Some feel that visiting a competitor's booth at a trade show is unethical. Others believe it is permissible as long as you identify yourself as an employee of a competitor. Some find the practices of using various business cards and planting employees on a competitor's payroll perfectly appropriate.