In an environment where competitive edge can be critical, the capture and control of information on the competition and the competitive setting can make the difference between success and failure. Competitive intelligence, as a function, has the responsibility to ensure that the right information is available, in the right form, at the right time, for the right people.
Scrip's report examines the rationale behind the setting up of competitive intelligence systems, the various ways in which these have been implemented in different companies, and the benefits that can be derived. This highly readable report is based on a wide selection of interviews with key professionals in the area of competitive intelligence.
CONTENTS
LIST OF TABLES
LIST OF FIGURES
EXECUTIVE SUMMARY
ABBREVIATIONS
CHAPTER 1 INTRODUCTION
1.1 Competitive intelligence: what it is
1.2 Competitive intelligence: what it isn't
CHAPTER 2 THE DEVELOPMENT OF COMPETITIVE INTELLIGENCE AS
A FUNCTION
2.1 Emergence of the competitive intelligence function
2.2 Challenges in setting up competitive intelligence
2.3 Position of a competitive intelligence service - who runs it?
2.4 Scope of a competitive intelligence function
2.5 Organisational structure
2.5.1 New data, new structure
2.5.2 Individual responsibility
2.5.3 Systems support
2.5.4 Technical support
2.5.5 Organisational support
CHAPTER 3 THE ARCHITECTURE OF COMPETITIVE INTELLIGENCE
SYSTEMS
3.1 Information collection
3.2 Information flow management
3.2.1 Informal networks
3.2.2 Formal flow management structures
3.2.3 Expansion of information flow systems
3.3 Adding value
3.3.1 Data processing
3.3.2 Output targeting
3.4 The ideal competitive intelligence system
3.4.1 The 'ideal' system
3.4.2 The Intelligence Cycle
3.4.3 The benefits of competitive intelligence
3.4.4 Project checklist
3.5 Competitive intelligence in pharmaceutical companies
CHAPTER 4 THE COMPETITIVE INTELLIGENCE DEPARTMENT
4.1 Department mission
4.2 Department customers
4.3 Department structure
4.3.1 Competitive intelligence and existing information systems
4.3.2 Reporting relationships
4.3.3 Internal department structures
CHAPTER 5 DATA STRATEGIES
5.1 Data selection
5.2 Data collection
5.3 Outsourcing
5.3.1 Specialist areas
5.3.2 Capacity considerations
5.3.3 Specific projects
5.3.4 Other outsourcing
5.4 National competitive intelligence
CHAPTER 6 DATA SOURCES
6.1 External data sources
6.1.1 What data is there?
6.1.2 Determining data needs
6.2 Internal data sources
6.3 Patent information
CHAPTER 7 ANALYSIS AND OUTPUT
7.1 Processing tools
7.1.1 Data collation
7.1.2 Data integration
7.1.3 Data editing
7.1.4 Data analysis
7.1.5 Forecasting outcomes
7.2 Output types
CHAPTER 8 COMPETITIVE INTELLIGENCE IN THE PHARMACEUTICAL
INDUSTRY: CASE STUDIES
CHAPTER 9 CRITICAL SUCCESS FACTORS
9.1 Technology
9.2 Board sponsorship
9.3 Motivation
9.4 Legal issues
9.5 Competitive intelligence ethics
CHAPTER 10 COUNTER-INTELLIGENCE
REFERENCES
ACKNOWLEDGEMENTS
APPENDIX 1 PUBLISHED DATA SOURCES
APPENDIX 2 DATABASE SOURCES
LIST OF TABLES
Table 2.1 Different decisions require different support
Table 2.2 Examples of competitive intelligence needs of different functions
Table 3.1 Competitive intelligence characteristics
LIST OF FIGURES
Figure 1.1 From data to wisdom
Figure 1.2 Three steps to competitive intelligence
Figure 1.3 The Intelligence Cycle
Figure 2.1 Combining information cultures to cover the full picture
Figure 2.2 Historical distribution of information within a company
Figure 2.3 Challenges in setting up a CI system
Figure 2.4 Levels of support
Figure 2.5 Three-dimensional skills matrix
Figure 2.6 Information sharing
Figure 3.1 Simplified information exchange network
Figure 3.2 Complete information exchange network
Figure 3.3 Simplified information network with central exchange protocol
Figure 3.4 Levels of information sharing (1)
Figure 3.5 Levels of information sharing (2)
Figure 3.6 Information sorting and distribution flows (simplified)
Figure 3.7 Isolated information exchange system
Figure 3.8 Subject-based information exchange network
Figure 3.9 System diffusion
Figure 3.10 Parallel CI systems
Figure 4.1 Information flow in combined system
Figure 4.2 Departmental placement relative to existing information systems
PUBLISHED: FEBRUARY 1998
REF: BS904E
PAGES: 131
PRICE: £445/$940/¥107,000
© PJB Publications Ltd. 2001 All rights reserved. |