1 / 15

Competitive Intelligence

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.

nieve
Download Presentation

Competitive Intelligence

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Competitive Intelligence Paula R. Davidson

  2. 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.

  3. 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.

  4. 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

  5. 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

  6. Five Step CI Program • Define Requirements • Collect and Organize • Analyze • Report and Inform • Evaluate

  7. CI Profiles • Build Competitor Profiles • Identify Competitor Strategies • Competitor Reaction Profiles

  8. Is CI Worthwhile? • Cost Versus Benefit • The Value of Knowledge • The Cost of Knowing • Calculating Return on Investment

  9. CI Advice from the Experts Leonard Fuld – author, pioneer, founded consulting firm Fuld and Company in 1979 • http://www.dejanews.com – tracks online discussion groups, road map to strategies • http://patents.ibm.com - archives 2 million patents • Profiles! – bios, articles of top managers • Job Postings – CareerPath, Monster, others • http://www.newslink.org and http://www.newsworks.com – searches local papers where companies are headquartered, often reporting more details more frequently – Look locally! • Home pages

  10. CI Advice from the Experts Marc Friedman – Manager of Market Research at Andrew Corp. • http://www.corptech.com – info on 45,000 high tech companies; 170,000 executives • Search Engines! – www.excite.com • Worth paying for – http://www.firstcall.com and http://profound.com • Home pages

  11. 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 • http://www.altavista.com and http://metacrawler.com • Home pages, but be wary – companies post the most optimistic notions • Social news – Look Locally!

  12. 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 http://stbeasy.cas.org for Science and Technical Information Network

  13. Reverse Tools in CI • Phantom Interviews • False Flag Job Seeker • Seduction

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

  15. Competitive Intelligence Conclusion • Create Plan of Attack • Explore and implement appropriate tools • Effectively manage your information assets • Continue to evaluate and evolve • Think creatively

More Related