3_Using the Web for CI Gathering

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Using the Web for CompetitiveUsing the Web for Competitive

Intelligence GatheringIntelligence Gathering

Summer 2011Summer 2011

- Overview -- Overview -

Dr. Ahmed NassarDr. Ahmed Nassar


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Dr. Ahmed Nassar

What Competitive Intelligence is and is not?

Why It is Important?

Benefits of doing CI

Using the Web for CI

Topics for Discussion

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What is Competitive Intelligence?

Sometimes referred to as corporate or business

intelligence

Intelligence about market trends, competitor

strategies, government policies, laws, domesticand global events, etc.

Purpose is to help make strategic decisions

Collect Filter Analyze Actionable Intelligence(decision)

CI Process



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Dr. Ahmed Nassar Using the Web for CI GatheringUsing the Web for CI Gathering 5

Society of Competitive Intelligence Professionals

(SCIP) defines CI as, "the legal collection and

analysis of information regarding the capabilities,

vulnerabilities, and intentions of businesscompetitors, conducted by using

information databases and other "open sources" and

through ethical inquiry(http://www.scip.org/)

Experts estimate

- 95% of the information desired for CI purposes is

publicly available*

What CI Is NOT (2)


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Why is Competitive Intelligence Important?

Competitive playing field has changed over time:

Global marketplace forces companies to find

new ways to differentiate themselves from a

larger pool of competitors

Economic superiority is based on technological

innovation and knowledge industries

Staying competitive means staying informed ofwhat is going on in marketplace, customer

demands, federal regulations, laws, and other

external factors



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CI takes the guesswork out of making decision:

Anne Selgas, director of corporate intelligence

for Eastman Kodak, says, "companies that don't

use competitive intelligence are running blind*

CI gives corporate decision-makers the insight

and knowledge to make decisions based upon

intelligence versus assumptions about

marketplace trends

CI process provides businesses with an objective

intelligence source - not guesswork

Why Is CI Important? (2)




Examples of CI

Potential alliances for joint ventures, licensing and

partnerships

Potential merger and/or acquisition targets

Customer needs and wants

Competitor existence, pricing, products/services, marketing

strategy, production

Evaluations for offensive/defensive marketplace tactics

Marketplace trends

Predicting technology readiness

Regulatory activities by government, others

CI is feedback about:




Who does CI in a Company?

Most companies do some kind of CI activity ad hoc

basis, project-based, or continuous program for gathering

information.

CI departments found in one or more departments:

- Mergers & acquisitions

- Corporate strategy

- Market strategy or market research

- Pricing and yield management

-

Business developmentUsing the Web for CI GatheringUsing the Web for CI Gathering 9



Benefits of CI

Increase chances of success*

- Avoid surprises

- Identify threats and opportunities

- Gain competitive advantage by decreasing reaction time

- Improve planning

- Improve understanding of ones own company

Financial Return on Investment (ROI)

- Robert Flynn, former CEO of NutraSweet, says that CI

was "worth up to $50 million per year to his company+



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Internet Increases CI Accessibility

Internet and web-enabled technologies have changed the way

companies do business:

- E-business initiatives allow innovative ways to interact

with customers and market new products and services- Internet levels the competitive playing field; small

companies can compete with larger companies by using

the Internet to establish market niches

As companies use the Internet as a business tool, more

information is available on the web for CI purposes

websites, news services, search engines, etc. this information

is retrieved, filtered and analyzed to perform the CI process.



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Chat rooms, Listservs and newsgroups

Company websites

CI Consultants

Internet search engines

Local, government, and state websites

News services

Subscription services

Universities

Sources:



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Free Information For-fee Services

Advantages:

No cost (in terms of access)

Relevant information

Broad coverage

Advantages:

Sources verifiable

Specialized information

Reduces searching time

Disadvantages:

Filtering time-consuming(staff time)

Information integrity(authentication, timeliness)

Disadvantages:

CostPay for more than need



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Examples of CI resources available on the web



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Hoovers Online service (Directory information)

- Company profiles and financial information are available from 12 million public

and private companies from over 300 industries (http://www.hoovers.com/)

Internet Sources for CI



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Chatrooms, Listservs, and Newsgroups

Discussion groups cover the gamut of interests and what

people say in these virtual spaces can be relevant tocompanies

- Employees discussing their work may reveal useful

details about their companies and their technologies

- Customers may complain about the service theyreceived from a certain company and the quality of

the product. These sites can be monitored for

relevant information



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The government is the largest producer of free information in the U.S.

Firstgov

- Official government portal to government information,

services, and online transactions; its search engine searches

across all government websites, making it easier to findgovernment information (http://www.firstgov.gov/)

U.S. Securities and Exchange Commission website provides

Company financial data (http://www.sec.gov/)

U.S. Patent and Trademark Office website can be used to searchfor patents and trademark information (http://www.uspto.gov/)

Library of Congress Thomas site searches Congressional

legislation and proceedings dating back to the 1700s

(http://thomas.loc.gov) Using the Web for CI GatheringUsing the Web for CI Gathering 177


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Scientific and technical research information is also

available from government agency websites

(citations, full-text documents, fact sheets, etc.)

DoDs Defense Technical Information Center

(http://www.dtic.mil/)

DOEs Office of Science and Technology

Information and Resources

(http://www.osti.gov/) NIHs National Library of Medicines

MedlinePlus

(http://www.nlm.nih.gov/medlineplus/)



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NASA Scientific and Technical Information Program

Office (http://www.sti.nasa.gov/)



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NASAs Technical Reports Server

(http://techreports.larc.nasa.gov/cgi-bin/NTRS)




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Great place to startGreat place to start Information about companies of any sizeInformation about companies of any size

Tables, charts, graphs, etc.Tables, charts, graphs, etc.

Several sources of quality information for freeSeveral sources of quality information for free

With a number of shortcomingsWith a number of shortcomings

Marketing tool for companies, offering subjectiveMarketing tool for companies, offering subjective

informationinformation

Small percentage of information on web is indexedSmall percentage of information on web is indexed

Difficult to search for subsidiaries, affiliates, etc.Difficult to search for subsidiaries, affiliates, etc.

Questionable accuracy/reliability (anyone can be a webQuestionable accuracy/reliability (anyone can be a web

publisher)publisher)

Validate and supplement with additional sources.Validate and supplement with additional sources.

A Word About Web ResearchA Word About Web Research

211Competitive Intelligence Analyzing Your CompetitionCompetitive Intelligence Analyzing Your Competition


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Primary SourcesPrimary Sources(human sources)(human sources)

Industry observers

Researchers

Industry analysts Stock analysts

Industry participants Suppliers Customers Consultants



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Your sales force

Trade shows

go with a plan




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Competitors

Within or outside your industry

Former employees

Adherence to non-disclosure agreements




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Secondary SourcesSecondary Sources

Advertisements Annual reports Business credit reports Company profiles Help Wanted Ads Foreign periodicals Newspapers Marketing literature Legislative information

Patents and trademarks Press releases Speech transcripts Trade publications Whos Whoand other biographical information



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Conclusion

CI is available via legal and ethical means not spying

CI is critical factor in companys success strategic planning

and return on investment (ROI)

Internet and web-based products can enhance CI data collection

Advantages and disadvantages of relying on free versus fee

information for CI

Companies should capitalize on the accessibility of CI andincorporate CI into strategic planning activities

Failure to utilize CI will result in missed opportunities and/or

unwelcome surprises

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Thank You Very MuchThank You Very Much

Using the Web for CI GatheringUsing the Web for CI Gathering

3_Using the Web for CI Gathering

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