The Handbook of Market Intelligence: Understand, Compete and Grow in Global Markets / Edition 1

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Overview

Global companies spend millions of dollars on conducting MarketIntelligence each year. Yet only 10% have achieved MarketIntelligence capabilities that are truly world class. Suchcompanies enjoy much higher efficiencies in decision making andstrong return-on-investment on their Market Intelligence budgets.

What are their secrets? What can the other 90% do in order toensure they have their Market Intelligence scope, processes,deliverables, tools, organization and culture right?

Get an insider's look at how the world's best internationalcompanies use Market Intelligence. This book provides over 40enlightening case studies from companies such as Cisco Systems,ABB, Dunkin’ Brands and Statoil, as well as findings from twoglobal surveys on Market Intelligence programs and trends. It alsofeatures a step-by-step roadmap to help companies raise theirintelligence ambitions, by using the six Key Success Factorsoutlined in the World Class Market Intelligence Framework developedby the authors.

Readers will be able to implement the practical ideasimmediately and drive the systematic development of their own worldclass market intelligence functions – as well as benchmarktheir own results against global best practices.

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Product Details

  • ISBN-13: 9781119993643
  • Publisher: Wiley
  • Publication date: 1/11/2012
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.80 (w) x 9.60 (h) x 1.00 (d)

Meet the Author

Hans Hedin has a strong track record in the area of Market /Competitive Intelligence consulting. He spends most of his timeadvising companies on setting up and further developing theircorporate intelligence programs, while being a recognized speakerand workshop leader in the field of strategic Market Intelligence.He runs Market Intelligence (MI) Programs, Scenario Analysisworkshops and Intelligence Analysis training & coaching atGIA.  Mr. Hedin joined Global Intelligence Alliance in 2003,having previously worked in the consulting and banking industriesand in the public sector.

Irmeli Hirvensalo joined GIA in 2001as an Analyst and hasmore recently held the positions of Senior Consultant, Director,Strategic Marketing and Director, Human Resources in thecompany.  She has presented and lectured about MarketIntelligence topics to both companies and academic students. Fromearly on, Hirvensalo has been part of the team producing the GIAWhite Paper series that is very much at the core of thecompany’s consultative approach to MI.

Markko Vaarnas is the CEO and co-founder of GIA Group,founded in 1995, and has been responsible for the generalmanagement and international business development of the groupsince the beginning.  He has steered the development of thecompany from the ground up to an organization with  officesaround the world. Vaarnas is a frequent presenter at internationalseminars and training events, while also leading consultingprojects in Europe, USA and Asia.

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Table of Contents

Preface vii

About the Authors xi

About Global Intelligence Alliance xi

PART 1 Market Intelligence In Global Organizations

1 Market Intelligence: Drivers and Benefits 3

2 Market Intelligence in Global Organizations: Survey Findingsin 2011 21

PART 2 Roadmap To World Class Market Intelligence

3 Key Success Factors of World Class Market Intelligence39

4 Intelligence Scope – Determining the Purpose, TargetGroups, and Focus
Areas of an Intelligence Program 49

5 Intelligence Process – Turning Random Data intoMeaningful Insight 63

6 Intelligence Deliverables – Building a High-ImpactMarket Intelligence Product Portfolio 73

7 Intelligence Tools – Collecting, Storing, andCommunicating Intelligence 87

8 Intelligence Organization – The People and Resourcesthat Generate the Impact 99

9 Intelligence Culture – Engaging the Organization inMarket Intelligence 115

PART 3 Market Intelligence For Key User Groups

10 Market Intelligence for Current Awareness Across theOrganization 127

11 Market Intelligence for Strategic Planning 141

12 Market Intelligence for Marketing, Sales, and AccountManagement 159

13 Market Intelligence for Innovation and Product Life CycleManagement 171

14 Market Intelligence for Supply Chain Management 185

PART 4 Developing World Class Market IntelligencePrograms

15 Implementing Market Intelligence Programs 199

16 How to Develop an Existing Market Intelligence Program forGreater Impact 209

17 Trends in Market Intelligence Towards 2015 223

Index 237

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