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Competitive Intelligence. Paula R. Davidson. Competitive Intelligence. What is it? Evolving assessment of an industry and the behavior of competitors within the network of environmental factors to develop a competitive edge. Competitive Intelligence.

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Competitive Intelligence

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Competitive Intelligence

Paula R. Davidson

Competitive Intelligence

What is it?

Evolving assessment of an industry and the behavior of competitors within the network of environmental factors to develop a competitive edge.

Competitive Intelligence

  • CI is only helpful if accurate and reliable information is stored, retrieved, and analyzed in a systematic and efficient way.

  • CI uses only information that can be obtained legally and ethically.

  • CI is used in training, mergers and acquisitions, restructuring, marketing, pricing, advertisings, R&D, and other ways.

CI Starting Points

  • What information do you need?

  • Establish priorities

  • Assign accountability and responsibility – might involve additional training

  • Establish easy communication of information gained

  • Consider various resources

Tools in CI

  • Government agencies, Online databases, Investment resources, Individual companies, Surveys and Interviews, Observations, Benchmarking, Defensive CI, Reverse engineering

  • Customers

  • Software, Commercial services

  • Web sites, Search engines, News groups, Subscription services, Publications, Networking

Five Step CI Program

  • Define Requirements

  • Collect and Organize

  • Analyze

  • Report and Inform

  • Evaluate

CI Profiles

  • Build Competitor Profiles

  • Identify Competitor Strategies

  • Competitor Reaction Profiles

Is CI Worthwhile?

  • Cost Versus Benefit

  • The Value of Knowledge

  • The Cost of Knowing

  • Calculating Return on Investment

CI Advice from the Experts

Leonard Fuld – author, pioneer, founded consulting firm Fuld and Company in 1979

  • – tracks online discussion groups, road map to strategies

  • - archives 2 million patents

  • Profiles! – bios, articles of top managers

  • Job Postings – CareerPath, Monster, others

  • and – searches local papers where companies are headquartered, often reporting more details more frequently – Look locally!

  • Home pages

CI Advice from the Experts

Marc Friedman – Manager of Market Research at Andrew Corp.

  • – info on 45,000 high tech companies; 170,000 executives

  • Search Engines! –

  • Worth paying for – and

  • Home pages

CI Advice from the Experts

Tracey Scott – past President of Society of Competitive Intelligence, founded MindWorx Group

  • Conference proceedings – companies put their best people forward, people information is better than secondary information

  • and

  • Home pages, but be wary – companies post the most optimistic notions

  • Social news – Look Locally!

CI Advice from the Experts

Edee Edwards – electronic-library specialist for Pacific Northwest National Laboratory

  • Search engines are sporadic – don’t take no for an answer

  • Worth paying for – industry databases for Science and Technical Information Network

Reverse Tools in CI

  • Phantom Interviews

  • False Flag Job Seeker

  • Seduction

Competitive Intelligence

  • Knowledge encompasses: competitors, technology, legal and regulatory changes, suppliers, materials, industry and market trends, political and economic changes.

Competitive Intelligence


  • Create Plan of Attack

  • Explore and implement appropriate tools

  • Effectively manage your information assets

  • Continue to evaluate and evolve

  • Think creatively

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