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

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“This book provides a very useful and practical framework to guide the development of a Market Intelligence function that serves as a tool for competitive advantage. The use of multiple and diverse business cases helps readers to understand the implementation of key concepts and provides a set of practical lessons to facilitate this important journey for any organization.”
Carlos Jose Fonseca, Senior Business Leader International Markets Strategy, MasterCard

“Forward looking market understanding is what any CEO needs for securing successful business today and into the future. But how does one manage that in a global organization with thousands of employees? This book neatly lays out the steps to turn systematic Market Intelligence from an ideal to everyday reality.”
Harri Kerminen, President and CEO, Kemira

“We’ve used GIA’s Key Success Factors (KSFs) framework as we’ve analyzed our own Intelligence function. It is a very easy way to allow your function to become self-aware, identify your gaps and then build your capabilities in an on-purpose fashion.”
Phil Britton, Market Intelligence Lead, Competitive Strategies Group, Best Buy

“The authors have presented a diverse look at Market Intelligence based on their experiences garnered from consulting projects with many firms around the globe. The book combines theoretical issues underlying Market Intelligence with proven real-life case examples. The book’s projected trends in Market Intelligence towards 2015 give lots of food for thought. This professional book would be a good addition to the library of any Market Intelligence practitioner and those who are involved in strategic planning.”
Dr David Blenkhorn, Ph.D., Wilfrid Laurier University, Waterloo, Ontario, Canada

“In my experience, there’s no shortage of books that advise the reader on analysis techniques and the correct phases of a solid intelligence process. What I’ve been missing so far is an umbrella view that addresses all elements of Market Intelligence development in a structured and approachable fashion. This book provides that.”
Henning Heinrich, Vice President Market Intelligence, T-Systems International

“This book reads like listening to Bach: Complexity made simple and logical in an easy compelling way. A must-have for all business people who would like to grow their company faster than the market.”
Joost Drieman, Director Market and Business Intelligence European Markets, Cisco Systems

“Comprehensive, practical, to the point; a must read for any strategy, marketing and intelligence director!”
Anders Marvik, Vice President, Corporate Strategy, Statoil

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Product Details

  • ISBN-13: 9781119993643
  • Publisher: Wiley
  • Publication date: 1/11/2012
  • 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 time advising companies on setting up and further developing their corporate intelligence programs, while being a recognized speaker and workshop leader in the field of strategic Market Intelligence. He runs Market Intelligence (MI) Programs, Scenario Analysis workshops and Intelligence Analysis training & coaching at GIA.  Mr. Hedin joined Global Intelligence Alliance in 2003, having previously worked in the consulting and banking industries and in the public sector.

Irmeli Hirvensalo joined GIA in 2001as an Analyst and has more recently held the positions of Senior Consultant, Director, Strategic Marketing and Director, Human Resources in the company.  She has presented and lectured about Market Intelligence topics to both companies and academic students. From early on, Hirvensalo has been part of the team producing the GIA White Paper series that is very much at the core of the company’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 general management and international business development of the group since the beginning.  He has steered the development of the company from the ground up to an organization with  offices around the world. Vaarnas is a frequent presenter at international seminars and training events, while also leading consulting projects 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 Findings in 2011 21

PART 2 Roadmap To World Class Market Intelligence

3 Key Success Factors of World Class Market Intelligence 39

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

5 Intelligence Process – Turning Random Data into Meaningful Insight 63

6 Intelligence Deliverables – Building a High-Impact Market Intelligence Product Portfolio 73

7 Intelligence Tools – Collecting, Storing, and Communicating Intelligence 87

8 Intelligence Organization – The People and Resources that Generate the Impact 99

9 Intelligence Culture – Engaging the Organization in Market Intelligence 115

PART 3 Market Intelligence For Key User Groups

10 Market Intelligence for Current Awareness Across the Organization 127

11 Market Intelligence for Strategic Planning 141

12 Market Intelligence for Marketing, Sales, and Account Management 159

13 Market Intelligence for Innovation and Product Life Cycle Management 171

14 Market Intelligence for Supply Chain Management 185

PART 4 Developing World Class Market Intelligence Programs

15 Implementing Market Intelligence Programs 199

16 How to Develop an Existing Market Intelligence Program for Greater Impact 209

17 Trends in Market Intelligence Towards 2015 223

Index 237

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