Competitive Intelligence Paula R Davidson Competitive Intelligence What
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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 n CI is only helpful if accurate and reliable information is stored, retrieved, and analyzed in a systematic and efficient way. n CI uses only information that can be obtained legally and ethically. n CI is used in training, mergers and acquisitions, restructuring, marketing, pricing, advertisings, R&D, and other ways.
CI Starting Points n What information do you need? n Establish priorities n Assign accountability and responsibility – might involve additional training n Establish easy communication of information gained n Consider various resources
Tools in CI Government agencies, Online databases, Investment resources, Individual companies, Surveys and Interviews, Observations, Benchmarking, Defensive CI, Reverse engineering n Customers n Software, Commercial services n Web sites, Search engines, News groups, Subscription services, Publications, Networking n
Five Step CI Program n Define Requirements n Collect and Organize n Analyze n Report and Inform n Evaluate
CI Profiles n Build Competitor Profiles n Identify Competitor Strategies n Competitor Reaction Profiles
Is CI Worthwhile? n Cost Versus Benefit n The Value of Knowledge n The Cost of Knowing n Calculating Return on Investment
CI Advice from the Experts Leonard Fuld – author, pioneer, founded consulting firm Fuld and Company in 1979 n http: //www. dejanews. com – tracks online discussion groups, road map to strategies n http: //patents. ibm. com - archives 2 million patents n Profiles! – bios, articles of top managers n Job Postings – Career. Path, Monster, others n http: //www. newslink. org and http: //www. newsworks. com – searches local papers where companies are headquartered, often reporting more details more frequently – Look locally! n Home pages
CI Advice from the Experts Marc Friedman – Manager of Market Research at Andrew Corp. n http: //www. corptech. com – info on 45, 000 high tech companies; 170, 000 executives n Search Engines! – www. excite. com n Worth paying for – http: //www. firstcall. com and http: //profound. com n Home pages
CI Advice from the Experts n n Tracey Scott – past President of Society of Competitive Intelligence, founded Mind. Worx 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!
CI Advice from the Experts Edee Edwards – electronic-library specialist for Pacific Northwest National Laboratory n Search engines are sporadic – don’t take no for an answer n Worth paying for – industry databases http: //stbeasy. cas. org for Science and Technical Information Network
Reverse Tools in CI n Phantom Interviews n False Flag Job Seeker n Seduction
Competitive Intelligence n Knowledge encompasses: competitors, technology, legal and regulatory changes, suppliers, materials, industry and market trends, political and economic changes.
Competitive Intelligence Conclusion § § § 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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