In today’s dynamic business environment, pharmaceutical firms are focusing their strategies on product development. For a product to secure market acceptance it must meet customers’ needs. Competitive intelligence (CI) equips organisations with the necessary information and knowledge needed for product development. With new and unique insights gained from CI, organisations are able to develop new or improve existing products that add value to customers.This study therefore, examined the influence of Competitive intelligence on Product Development of Selected Pharmaceutical Firms in Anambra State. To achieve this objective, a model was specified and competitive intelligence diffused into sub variables of Competitive risks, Core assumptions, Competitor threats, Marketplace opportunities, and Key Vulnerabilities.