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Benefits of a CI System Reliable network of field sources for fast data collection Benefits of a CI System Reliable network of field sources for fast data collection Optimal use of information sources Early warning of threats and opportunities Increased managerial flexibility Shorter cycle times from ideas to implementation C. I. Improved performance, flexibility, competitiveness © D. ROUACH, ESCP-EAP.

A competitive Intelligence System Is a structured, continuous process of in-house Business Intelligence Is A competitive Intelligence System Is a structured, continuous process of in-house Business Intelligence Is integrated in the corporate decision-making process Manages data and information inputs from internal and field sources Transforms data into timely, pertinent and meaningful information/intelligence Disseminates intelligence to decision-makers on a need -to-know basis C. I. Provides a strategic knowledgebase for briefing and training of new managers © D. ROUACH, ESCP-EAP.

Escalation Levels of Information (Messages/Reports) 3 – threat Action required, damage control 2 – Escalation Levels of Information (Messages/Reports) 3 – threat Action required, damage control 2 – threat Action suggested 1 – threat Information « stand by » C. I. 0 – threat No action required Source: Die Denkfabrik Gmb. H © D. ROUACH, ESCP-EAP.

Confidentiality Level of Information Confidentiality levels of users are set by the Intelligence Manager Confidentiality Level of Information Confidentiality levels of users are set by the Intelligence Manager and CEO/Board on a veto basis 4 – field top secret Secret sources – Top management/board 3 – internal Company secret – need to know basis 2 – company classified For selected managers C. I. 1 – unclassified Open to every manager/user Source: Die Denkfabrik Gmb. H © D. ROUACH, ESCP-EAP.

What a CI system can do for your organization Traditional Information handling CI System What a CI system can do for your organization Traditional Information handling CI System overload, «the more the better» dissemination according to individual profile, only processed analyzed information Added value raw data, nice-to-have knowledge and insight, aiming to answer CI needs Storage C. I. Amount of Information huge database library-driven only relevant information «knowledge chart» driven Source: Die Denkfabrik Gmb. H © D. ROUACH, ESCP-EAP.

What a CI system can do for your organization Traditional Information handling CI System What a CI system can do for your organization Traditional Information handling CI System usually undetermined explicitly stated/ determined Reability unknown «good feeling» explicitly stated/ determined critical information cross-checked Lead Time C. I. Credibility days / weeks hours / days Source: Die Denkfabrik Gmb. H © D. ROUACH, ESCP-EAP.

What a CI system can do for your organization Traditional Information handling CI System What a CI system can do for your organization Traditional Information handling CI System « everybody » decision-makers at all hierarchy levels and functions Dissimination strategy PULL: end-user must request information PUSH: based on pre-determined interest profiles. Escalation procedures. Goalkeepers to alert decision-makers CI team C. I. Typical end users database operators, computer experts, librarians… business analysts, managers, intelligence experts Source: Die Denkfabrik Gmb. H © D. ROUACH, ESCP-EAP.

Business Ingelligence and Top of the Iceberg Competitive analysis Marketing analysis Resources, market share, Business Ingelligence and Top of the Iceberg Competitive analysis Marketing analysis Resources, market share, strenghts, weaknesses Products, services, company literature, advertising, spendings, market share, strenghts, weaknesses, posotioning. Mainly based on traditional market research. Business development, innovation, research & development, core capabilities, core competence, technological skills, culture, network, suppliers, shared value, strategic intent. C. I. Focus: What is really going on in the outside world of business. Presentation integrating a succesful CI function, Rodenberg, Tilmen & Associates, 9 July 98 © D. ROUACH, ESCP-EAP.

Design Parameters of a CI System Organizational interfaces: reporting, responsibilities, funding, controlling Classification of Design Parameters of a CI System Organizational interfaces: reporting, responsibilities, funding, controlling Classification of end users: confidentiality level CI team focus: gathering, analysis and/or integration of information? Visibility (CIS within company) Rules of engagement for information sources: internal/external sources, incentives for cooperation Centralized vs. Decentralized CI team Security for PCs, sources, etc C. I. Measuring performance & quality of CI team © D. ROUACH, ESCP-EAP.

Intel Corporation USA Competitive Intelligence Benchmarking Competitive intelligence C. I. A technique bringing together Intel Corporation USA Competitive Intelligence Benchmarking Competitive intelligence C. I. A technique bringing together many activities to aggregate data and synthesize information concerning the competitive environment, or to assess competitor’s strenghts and weaknesses. Its structure ensures accuracy and validity of information while ensuring the propriety of competitors’ information within legal and ethical boundaries. © D. ROUACH, ESCP-EAP.