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What Is CI?
1- A broad definition of competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization. 2- The term CI is often viewed as synonymous with competitor analysis, but CI is more than analyzing competitors it is about making the organization more competitive relative to its entire environment: customers, competitors, suppliers, distributors, technologies, macro-economic data etc. 3- CI is the product of the process by which information is collected and transformed into valuable intelligence for use in tactical and strategic business decisions. 4- CI includes how to gather information, basic tools and strategies, strategic thinking, and building upon CI once it has been gathered. 5- CI is a necessary, ethical business discipline for decision-making based on understanding the competitive environment. 6- CI is a systematic and ethical program for gathering, analyzing, and managing external information that can affect your company's plans, decisions, and operations. 7- CI is the process of enhancing marketplace competitiveness through a greater -- yet unequivocally ethical -- understanding of a firm's competitors and the competitive environment. 8- Specifically, CI is the legal collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors, conducted by using information databases and other "open sources" and through ethical inquiry. 9- CI enables senior managers in companies of all sizes to make informed decisions about everything from marketing, R&D, and investing tactics to long-term business strategies. 10- Effective CI is a continuous process involving the legal and ethical collection of information, analysis that doesn't avoid unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers.
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Why is CI important?
The purpose of CI is to make the best decisions based on the best available knowledge on a given subject.
CI can reduce the risk of making a wrong business decision. CI can't predict the future, but it can help make the right decisions about it.
Knowing what is going on in the marketplace and how it will impact your company is the key to market leadership. Competitive business intelligence promotes a business competitive position in the marketplace.
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Information has numerous sources, which have different degrees of reliability. Describe 5 such sources and rank them in terms of highest to lowest level of reliability for competitive intelligence.
Most sources (70%-80%) for CI are secondary (not first hand), such as newspapers, journals, press releases, ads, web sites, etc. which have lower degree of reliability Primary sources (first hand) include interviews, surveys, and other direct research techniques.-->highest source of reliability
CI should try to enlist in-house experts. Larger companies should create and maintain a
Yellow Pages of in-house experts. And CI Professionals live by their rolodexes the contacts and sources for completing their
CI Projects.
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