Competitive intelligence
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Albert Simard Presented to Canadian Knowledge Mobilization Forum Mississauga, ON June 3-4, 2013 Competitive Intelligence: An Island of Structure in an Unstructured Ocean
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Shows that analysis is primarily a human endeavor with only a minority of technical elements.
Transcript of Competitive intelligence
Albert SimardPresented to
Canadian Knowledge Mobilization ForumMississauga, ON June 3-4, 2013
Competitive Intelligence: An Island of Structure in an Unstructured Ocean
Diversity of Perspectives
What analysts proposed What managers funded
What the data supported What users needed
Some DefinitionsAnalysis: Using deductive reasoning to differentiate, study, and interpret data, information, or knowledge to deduce deeper or more precise meaning or understanding.
Synthesis: Using inductive reasoning to integrate, study, and interpret the collective functioning of many parts as a whole to infer broader or higher-level meaning or understanding.
Intelligence: Acquiring, extracting, and interpreting data, information, or knowledge to reveal underlying patterns about a situation or issue of interest to an organization.
People tend to be good at either analysis or synthesis; few are good at both.
Analysis is a Diverse Human ActivityBegins with a management decision to proceed.
Collects content from people and organizations.
Organizes content based on individual perspectives.
Classifies issues based on human understanding.
Selects analytical methods using expert knowledge.
Interprets results through cognitive reasoning.
Validates results through dialogue and collaboration.
Authorizes implementation with another decision.
Continues by monitoring, learning, and adapting.
Intelligence Framework
Direction
Collection
Organization
Analysis
Implementation Larry Kahaner (1996)
M. C. Escher (1957)
Decision & Planning
Human elements
Start
Determine Objectives
Decision
Approve Decision
direction need
PlanCollaborationNegotiation planning apps
Identify Need
Expertise Collaboration
Work Service
PlanCollaboration Negotiation planning apps.
Document Office apps.template
Analysis Project
Store Repository
Decision Making
Work Service
reject
perspectives Collaboration
modify?
Review
Schedule
Submit
Consider
Record of Decision Action
Collaboration
approveEnd
Store
Decide
Repository
Recommend
Revise
Office apps.
template
Human elements
Spectrum of Evidence
mathematics, logic, proof
science, engineering, technology
statistics, data, facts, measurement
collaboration, validation, management
expertise, experience, judgement
opinion, perception, bias
belief, emotion, values
Quantitative (irrefutable)
Qualitative (no evidence)
Decision Maker DiversityAccountable for actionsSituational pressureBroader view than analysisOrganizational infrastructure Depth of understanding Involvement in planningConfidence in resultsRisk tolerancePrevious experienceBelief systemEmotions
Intelligence Framework
Direction
Collection
Organization
Analysis
Implementation M. C. Escher (1957)
Supply and DemandSupply: What can I do with the available data?
(Intelligence)
Demand: What data do I need to solve a problem?
(Regulation)
Environmental Monitoring*
*Ad Hoc
Cyberspace
MediaPublished Literature
Conferences Experience
Individuals
Ad hoc
Communities of practice
Practitioners
AccessAttend
Participate
SolicitReceive
Discover
Review
Monitor
search filter scan
Research
Analysis
Office apps. template.
Organization
Document
Store Repository
Sharing, Expertise Web portal
Corroborate
Work Service
Human elements
Knowledge Mobilization*IssueInternal sources
Infrastructure Content Environment Resources Culture
External sources
Agreements, Content, Environment, Resources, Society
AcquireCompile
internal Expertise Sharing Web portal Search engine
external Expertise Sharing Web portalSearch engine
Organization
ProcessData mgt. Content mgt.
Integratesystems analysis decision apps.
DocumentOffice apps. templates
InterpretSocial structure Collaboration Expertise
Work Service*Directed Human elements
Content SourcesPublic DomainGovernment DocumentsAnnual reportsAnalyst reportsPublic databasesSpeechesBroadcast media Print mediaTrade associationsWorld-Wide Web
Non-Public Domain
Change of statusHuman intelligenceTrade showsAsk employeesAsk clientsObservationAerial survey
Autonomous Sources
Diversity - mandate, jurisdiction, domain, function
Openness - security, privacy, control, property
Legal - accountability, responsibility, liability
Certification - inclusion, authenticity, reliability
Quality - completeness, timeliness, accuracy
Infrastructure - standards, networks, systems
For Supply, know the limitations; for Demand, specify in advance
Source DiversityIncreased visibility, awareness, or influenceSeen as active and competent playerFeedback on user needs and applicationsLeverage the value of organizational resourcesIncrease partnership and business opportunitiesOrganizational business or mandateInfluencing attitudes, opinions, or behavior Advocating a position, agenda, or policy Intervening in stakeholder or social activity
Passive
Active
Collecting Content Content Objects Data Information Knowledge
Source Jurisdiction
Organization Function Domain
Process Physical Biological Environmental Social Economic Organizational
Integration
Collect
Standardize
Web portal Search engine Expertise Repositories
Web portal Search engine Expertise Repositories
CollectStandardize
Content Mgt. Standards
Content Mgt. Standards
Human elements
Integrating Content
Input
Synthesize
Analyze
Interpret
Store Repository
synthesis apps.
analysis apps.Social structures Expertise CollaborationOffice apps. templatesDocument
Work Service
Analysis Human elements
Intelligence Framework
Direction
Collection
Organization
Analysis
Implementation M. C. Escher (1957)
Organizing Diversity Library catalogues
Subject indexes
Taxonomies
Folksonomies
Automated methods
Artificial intelligence
Interdisciplinary issues
Linguistic issuesAuthors and users often classify content differently
Storing Content
Information technology and network infrastructure
Systems for archiving and managing content
Interfaces for entry, retrieval, & administration
Database, data warehouse, distributed databases
Information repository, information system
Knowledge repository, knowledge map
Physical libraries, digital libraries
Retrieving Content Access to content
Browser interface
Search engine
Extraction tools
Manipulation tools
Assembly tools
Retrieval system
System User Diversity
Tools that are easy and intuitive use.
System interfaces that can be customized.
Systems that help people do their work.
Content that is easy to find and access.
Work processes that facilitate knowledge flow.
Knowledge flow that is primarily horizontal.
User diversity and flexibility are encouraged.
System design plays a key roll in how people use systems.
User-centric design can double the use of a system
Intelligence Framework
Direction
Collection
Organization
Analysis
Implementation M. C. Escher (1957)
Problem Space
Adapted from Kurtz and Snowden (2003)
Analysis MethodsComputer modelDecision analysisDeterministic modelDynamic modelDynamic programmingEmpirical modelGamming modelLinear programmingLogical model Mathematical model Mechanistic model
Mental modelNonlinear programmingOperations researchPhysical modelQueuing modelScenario analysisScientific modelSimulation modelStatic modelStatistical modelStochastic modelAn inappropriate method may yield an
elegant solution to an irrelevant problem
Analyst DiversityObjective Criteria
Problem spaceType of problemAvailable techniques
Subjective CriteriaAwarenessDiversity SkillExperienceExpertiseMental modelBelief Good analysts are born, not made
Analysis Principles• Resources are required: time, effort, expertise, funding,
capacity, technology, data, knowledge • Complexity is inherent: analysis is non-linear, involves
feedback, iterations, delays, and uncertainty• Modeling is known: techniques are well-understood;
extensive literature for most disciplines• Management perspectives: understanding, trust, confidence,
liabilities, risk, externalities • Implementation is uncertain: decision making, stakeholder
interests, unknown outcomesAnalysis combines science & computers; skill & technique, judgement & experience; insight & intuition.
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Analysis Process
Hierarchy Relationships Indicators ReviewLogic Computation Debugging Review
Conceptualization
Construction
Execution
Attributes ConsistencyReview
Uncertainty Representation Review
Verification
Validation
Output
Content
Human elements
Intelligence Framework
Direction
Collection
Organization
Analysis
Implementation M. C. Escher (1957)
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Implementation
Communication
Role Governance Accountability Compatibility Indivisibility Situation
Outcome
Policies Mandate Infrastructure Plan
Execution
LiabilityDecisionLegal Social Economic Organizational
Interaction
Authority
Sharing Collaboration Negotiation Competition
Awareness Understanding AgreementParticipation
Human elements
Competitive Intelligence is an Island of structure in an unstructured ocean
• Managers • Sources• Librarians• System users • Analysts• Interaction
