Proven Strategies in Competitive Intelligence: Lessons from the Trenches / Edition 1

Proven Strategies in Competitive Intelligence: Lessons from the Trenches / Edition 1

by John F. Prescott, Society of Competitive Intelligence Professionals
     
 

Proven Strategies in Competitive Intelligence

"If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle."-Sun Tzu, The Art of War, 511 b.c.

Like armies in

See more details below

Overview

Proven Strategies in Competitive Intelligence

"If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle."-Sun Tzu, The Art of War, 511 b.c.

Like armies in battle, business organizations must have a thorough understanding of what they are up against to succeed. Competitive intelligence (CI) is the legal and ethical process of collecting, analyzing, and applying information about the capabilities, vulnerabilities, and intentions of the competition. Proven Strategies in Competitive Intelligence assembles the best thinking and most successful techniques from market leaders on how firms can use CI to outwit, outmaneuver, and outperform current, emerging, and potential competitors.

This compilation of articles from the Competitive Intelligence Review showcases practicable, field-proven approaches to competitive intelligence that can be applied across a variety of business areas. Featuring contributions from leading executives such as Motorola's Robert Galvin, John Pepper of Procter & Gamble, and Gary Costly of Kellogg, the outstanding corporate case studies cover CI applications in sales and marketing, market research and forecasting, new product development, and teams.

Former NutraSweet CEO Robert E. Flynn explains why CI is worth up to $50 million a year to his company, and Kellogg's Costly reveals how CI helped the cereal giant discover and rectify internal weaknesses that were being exploited by competitors. Franz Tessun explains how Daimler-Benz uses scenario analysis and early warning systems to track the competition's technological advances. Also featured are detailed models of competitive technical intelligence (CTI) operations, frequently used by tech-driven enterprises.

In the increasingly competitive business environment of the twenty-first century, getting a "leg up" on the competition is no longer enough. Successful companies need comprehensive programs designed to anticipate and trump the competition's every move. They need Proven Strategies in Competitive Intelligence.

Read More

Product Details

ISBN-13:
9780471401780
Publisher:
Wiley
Publication date:
03/15/2001
Pages:
352
Sales rank:
1,027,057
Product dimensions:
6.20(w) x 9.30(h) x 1.20(d)

Related Subjects

Table of Contents

Preface: Corporations Get Smart (S. Miller).

Introduction: Competitive Intelligence—Lessons from the Trenches (J. Prescott).

COMPETITIVE BUSINESS INTELLIGENCE: CORPORATE CASE STUDIES.

Competitive Intelligence at Procter & Gamble (J. Pepper).

Shaping a Corporate Competitive Intelligence Function at IBM (L. Behnke & P. Slayton).

CI and KM Convergence: A Case Study at Shell Services International (B. Breeding).

Competitive Intelligence at Lexis-Nexis (H. Gieskes).

CI at Avnet: A Bottom-Line Impact (J. Hovis).

Competitive Intelligence at Xerox (J. Vezmar).

NutraSweet Faces Competition: The Critical Role of Competitive Intelligence (R. Flynn).

Competitive Intelligence at Motorola (R. Galvin).

Competitive Intelligence in Business Process Engineering: A Study at Digital Equipment Corporation (L. Kennedy).

Understanding the Competition: The CEO's Perspective (M. Downham, et al.).

Developing a World-Class CI Program in Telecoms (S. Marceau & K. Sawka).

Small but Powerful: Six Steps for Conducting Competitive Intelligence Successfully at a Medium-Sized Firm (A. Berger).

Leveraging Information for Action: A Look into the Competitive and Business Intelligence Consortium Benchmarking Study (J. Prescott, et al.).

Organizing the Competitive Intelligence Function: A Benchmarking Study (C. Lackman, et al.).

"TAP-IN" to Strategic and Tactical Intelligence in the Sales and Marketing Functions (C. Miree & J. Prescott).

Key Intelligence Topics: A Process to Identify and Define Intelligence Needs (J. Herring).

COMPETITIVE TECHNICAL INTELLIGENCE.

Scenario Analysis and Early Warning Systems at Daimler-Benz Aerospace (F. Tessun).

CTI at Applied Biosystems: Attracting, Monitoring, and Exploiting Technology-Based Opportunities (T. Budd).

Benchmarking the "External Technology Watching" Process: Chevron's Experience (D. Ransley).

Past, Present, and Future Directions for Technical Intelligence (W. Rosenkrans).

Starting a Competitive Technical Intelligence Function: A Roundtable Discussion (P. Bryant, et al.).

Appendix: CI-Focused Organizations Referred to in This Book.

Index.

About the Editors.

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >