J.V. © D. ROUACH, ESCP-EAP. Information Unevaluated material (raw data) of every description that...

J.V

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© D. ROUACH, ESCP-EAP.

InformationUnevaluated material (raw data)of every description that may be used for intelligence

IntelligenceThe product resulting from the collection, processing, integration, evaluation and interpretation of available information concerning competitors, business targets, customers, foreign countries or areas

STRATEGY IS FRUSTRATED BY A LACK OF INTELLIGENCE

Source: A. YOUNGBLOOD

Intelligence InformationData

Competitive IntelligenceDefinitions: Information and Intelligence

Competitive IntelligenceDefinitions: Information and Intelligence

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Learning curve

Cost

Units

Emergence

Growth

Maturity

Decline

Product life cycle

Dem

an

d

Time

Growth Share Matrix

Ind

ustr

y

gro

wth

Relative Share

Business Attractiveness

Bu

sin

ess

Str

en

gth

Industry AttractivenessSource: A. YOUNGBLOOD

Robust dynamic strategiesrequire competitive intelligence

Robust dynamic strategiesrequire competitive intelligence

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Competitive intelligence pitfallsCompetitive intelligence pitfalls

Vacuum cleanerVacuum cleaner

Watered down findingsWatered down findings

Cloudy expressions ofCloudy expressions of analysts certaintyanalysts certainty

Too much analysisToo much analysis

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Avoiding confusion and paralysis

Decisionmakers do not want to be Decisionmakers do not want to be overwhelmed. overwhelmed.

They want to be informed.They want to be informed. Source: A. YOUNGBLOOD

Competitive IntelligenceChallenge

Competitive IntelligenceChallenge

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Involve decisionmakers

Focus on a few Key Intelligence Topics (KIT’s)

Focus output on key decisionmakers and issues

Integrate analysis and collection

Develop human intelligence network

Deliver concise and clear message

Establish legal and ethical guidelines early


Competitive IntelligenceLessons learned: DO’s

Competitive IntelligenceLessons learned: DO’s

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Competitive IntelligenceProfessional Competencies



Creativity Persistence Written and oral communication

skills Analytical ability Understanding of scientific

methodology Independent learning skills Business savvy

1 - TRAITS1 - TRAITS1 - TRAITS1 - TRAITS

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Knowledge of corporate power structures and decision making processes

Industry knowledge Enhancement of: primary

research skills, business savvy, journalistic interviewing, and observational skills

2 - PROFESSIONAL EXPERIENCE2 - PROFESSIONAL EXPERIENCE2 - PROFESSIONAL EXPERIENCE2 - PROFESSIONAL EXPERIENCE





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Strategic thinking Business terminology Market research and presentation

skills Knowledge of primary information

sources and research methods Enhancement of: journalistic

interviewing and communication skills, analytical ability, and familiarity with scientific methodology

3 - TEACHABLE SKILLS3 - TEACHABLE SKILLS3 - TEACHABLE SKILLS3 - TEACHABLE SKILLS

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© D. ROUACH, ESCP-EAP.Source: A. YOUNGBLOOD











Strategic thinking Business terminology Market research and presentation

skills Knowledge of primary information

sources and research methods Enhancement of: journalistic

interviewing and communication skills, analytical ability, and familiarity with scientific methodology

3 - TEACHABLE SKILLS3 - TEACHABLE SKILLS3 - TEACHABLE SKILLS3 - TEACHABLE SKILLS

Creativity Persistence Strategic thinking and business

terminology Enhancement of:

communication skills and research skills

4 - MENTORING4 - MENTORING4 - MENTORING4 - MENTORING

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« Nice to know » output

Intelligence unit without a network

Trying to provide service to all

Large central databases

Transitory bursts of interest

Analysing outdated information

Over reliance on financial analysis

Providing data vs. intelligence


Competitive IntelligenceLessons learned: What does not work

Competitive IntelligenceLessons learned: What does not work

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« Knowing is not enough;

Willing is not enough;

Goethe


Competitive IntelligenceTurning information into action

Competitive IntelligenceTurning information into action

We must apply.

We must do »

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To pursue one’s duties with zeal and diligence while maintaining the highest degree of professionalism and avoiding all unethical practices.

To faithfully adhere to and abide by our company’s policies, objectives and guidelines.

To comply with all applicable laws.To accurately disclose all relevant information,

including one’s identity and organization, prior to all interviews.

To fully respect all requests for confidentiality of information.

To promote and encourage full compliance with these ethical standards within our company and with third party contractors.

Society of Competitive IntelligenceProfessionals Code of Ethics www.scip.orgSociety of Competitive Intelligence

Professionals Code of Ethics www.scip.org


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Events

Patterns and trends

Structure

Mental models

Quarterly market report

Comparative industry analysisQuarterly annual report

Energy industry dynamics Latin America & CaribbeanMarket dynamicsChina – Best practice approaches

Emerging NOCs

Industry shapers

International majors

Regional majors

Competitive IntelligenceThe Iceberg Metaphor

Competitive IntelligenceThe Iceberg Metaphor

J.V. © D. ROUACH, ESCP-EAP. Information Unevaluated material (raw data) of every description that...

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