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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

Competitive Intelligence

Paula R. Davidson

Competitive intelligence1

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 intelligence2

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

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

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

Five Step CI Program

  • Define Requirements

  • Collect and Organize

  • Analyze

  • Report and Inform

  • Evaluate

Ci profiles

CI Profiles

  • Build Competitor Profiles

  • Identify Competitor Strategies

  • Competitor Reaction Profiles

Is ci worthwhile

Is CI Worthwhile?

  • Cost Versus Benefit

  • The Value of Knowledge

  • The Cost of Knowing

  • Calculating Return on Investment

Ci advice from the experts

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 experts1

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 experts2

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 experts3

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

Reverse Tools in CI

  • Phantom Interviews

  • False Flag Job Seeker

  • Seduction

Competitive intelligence3

Competitive Intelligence

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

Competitive intelligence4

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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