Intelligence. Intelligence and Intelligence Testing Module 28.
J.V. © D. ROUACH, ESCP-EAP. Information Unevaluated material (raw data) of every description that...
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Transcript of J.V. © D. ROUACH, ESCP-EAP. Information Unevaluated material (raw data) of every description that...
J.V
.
© 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
J.V
.
© D. ROUACH, ESCP-EAP.
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
J.V
.
© D. ROUACH, ESCP-EAP.
Source: A. YOUNGBLOOD
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
J.V
.
© D. ROUACH, ESCP-EAP.
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
J.V
.
© D. ROUACH, ESCP-EAP.
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
Source: A. YOUNGBLOOD
Competitive IntelligenceLessons learned: DO’s
Competitive IntelligenceLessons learned: DO’s
J.V
.
© D. ROUACH, ESCP-EAP.
Competitive IntelligenceProfessional Competencies
Competitive IntelligenceProfessional Competencies
Source: A. YOUNGBLOOD
Creativity Persistence Written and oral communication
skills Analytical ability Understanding of scientific
methodology Independent learning skills Business savvy
1 - TRAITS1 - TRAITS1 - TRAITS1 - TRAITS
J.V
.
© D. ROUACH, ESCP-EAP.
Competitive IntelligenceProfessional Competencies
Competitive IntelligenceProfessional Competencies
Source: A. YOUNGBLOOD
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
Creativity Persistence Written and oral communication
skills Analytical ability Understanding of scientific
methodology Independent learning skills Business savvy
1 - TRAITS1 - TRAITS1 - TRAITS1 - TRAITS
J.V
.
© D. ROUACH, ESCP-EAP.
Competitive IntelligenceProfessional Competencies
Competitive IntelligenceProfessional Competencies
Source: A. YOUNGBLOOD
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
Creativity Persistence Written and oral communication
skills Analytical ability Understanding of scientific
methodology Independent learning skills Business savvy
1 - TRAITS1 - TRAITS1 - TRAITS1 - TRAITS
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
J.V
.
© D. ROUACH, ESCP-EAP.Source: A. YOUNGBLOOD
Competitive IntelligenceProfessional Competencies
Competitive IntelligenceProfessional Competencies
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
Creativity Persistence Written and oral communication
skills Analytical ability Understanding of scientific
methodology Independent learning skills Business savvy
1 - TRAITS1 - TRAITS1 - TRAITS1 - TRAITS
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
J.V
.
© D. ROUACH, ESCP-EAP.
« 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
Source: A. YOUNGBLOOD
Competitive IntelligenceLessons learned: What does not work
Competitive IntelligenceLessons learned: What does not work
J.V
.
© D. ROUACH, ESCP-EAP.
« Knowing is not enough;
Willing is not enough;
Goethe
Source: A. YOUNGBLOOD
Competitive IntelligenceTurning information into action
Competitive IntelligenceTurning information into action
We must apply.
We must do »
J.V
.
© D. ROUACH, ESCP-EAP.
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
Source: A. YOUNGBLOOD
J.V
.
© D. ROUACH, ESCP-EAP.
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