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Marketing Management Introduction to Intelligence

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  1. Marketing ManagementIntroduction to Intelligence Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture 7

  2. How do you get to be competitive? • Out-think and out-perform the competition • Proactive, offensive actions • reduce decision uncertainty • spot new threats • monitor competitive initiatives • exploit competitive vulnerabilities

  3. Intelligence and Competition “In a competitive world whose companies have access to the same data, who will excel at turning data into information and then analyzing the information quickly and intelligently enough to generate superior knowledge?” -Max Hopper,former Chair “Scale is not all positive in this business. Cleverness is the positive in this business.” - Bill Gates, 1993

  4. What is Competitive Intelligence? “Competitive Intelligence is… a systematic & ethical program for gathering and analyzing information about your competitors’ activities and general business trends to further your own company’s goals.” Larry Kahaner, 1996

  5. What is Competitive Intelligence? • Any intelligence product or process that makes you more competitive • Includes • marketing intelligence, business intelligence, competitive technical intelligence, competitive financial intelligence, competitor intelligence, competitive analysis, etc. • Converting information into actionable intelligence

  6. Source Purpose Target Competitors Internal Strategic Customers External Tactical Suppliers Operational Individuals Quantitative Relationships On-going Qualitative Environmental Project-based Process End Product What is Competitive Intelligence? Multi-disciplinary

  7. Operations Research - production - audits - benchmarking - etc. Technical Research - R&D - IP - competitors - etc. Company Research - suppliers - customers - competitors - relationships Market Research - products - customers - competitors - etc. Where does CI fit in the Firm? Business Intelligence Environmental Research - legal/political - competitive - demographic - etc. Competitive Intelligence

  8. Intelligence Process and Structure Collection Analysis Communication Decision Organizational Awareness and Culture Model of CI Planning and Focus Calof & Dishman 2000

  9. Essence of CI • CI is legally gathering available information • Not James Bond, more like “Sherlock Holmes meets Bob Woodward” • Systematic, ethical research approach to knowledge acquisition • Virtually everything you need to know is available, albeit hard to find • Collection techniques, analysis mentality, decision makers

  10. The State of CI in Industry • 22% of Fortune 500 have CI divisions • 80% less than 10 years old • P&G, Cisco, Motorola, Shell, AT&T, Lucent, Dow, Kodak, 3M, Quest, IBM, intel… • Baldridge Award Winners: 7 of last 10 • 10 universities in US including: • BYU, Wharton, UCLA, U. Pitt., Drexel, AGSIM, Indiana, Tennessee, Mercryhurst, Idaho State

  11. Applications of CI • New product introductions • Changes in market conditions, structure • Actions of competitors • Industry trends (and lessons) • Acquisition targets • New technologies, processes, IP • Benchmarking • Supplier evaluation • Negotiation preparation • Talent searches

  12. 6,000 members • 2,500 attendees to annual conference • March 8-9, 2001, Seattle • 57 Information vendors • Membership is highly recommended • Student dues only $25.00

  13. SCIP Overview • Educational seminars & conferences throughout year • Refereed journal of competitive & business strategies (Competitive Intelligence Review), a quarterly magazine of CI issues, a monthly Actionable Intelligence newsletter, on-line Membership Directory • Supports the research and publication of materials on competitive & business strategy. • 30 world-wide chapters

  14. Competitive Intelligence Review

  15. For more info: www.scip.org

  16. Other groups with interests in CI • American Marketing Association • Academy of Management • Special Libraries Association • International Association of Law Enforcement Intelligence Analysts • American Accounting Association • Account Management Association

  17. CI Requires… • Research and Investigation • Intensive Reading • Group Effort • Analysis Capability • Multi-disciplinary: marketing, management, finance, accounting, information systems, law, policy, science, math, products, psychology, etc. • Multi-talented • Dogged determination

  18. Analytical Tools Boston Consulting Group Grid SWOT Analysis DuPont Analysis Bayesian Analysis etc. Intuitive Insight Pattern matching Exception Identification Complexity Reduction Contextual Apperception etc. What tools do we really need?

  19. What is needed for Management? • Experience (you) • Personal Insights (you) • Intuition (you) • Tools (BBA) • Which of these are more important? • Do you hire content expertise and train to analyze or hire intuitive thinkers and train content?

  20. Summary • Very little investment to gain great rewards • Opportunity to gain short-term “good” business • Opportunity to gain long term competitive advantage • Necessary resource for Strategic Planning • Enhances the learning of the entire organization • Creates a sense of constant competition