Question (Liz Breed , 9/4/2003)

I am in the process of trying to assemble some examples of what different organizations do for their CI efforts. I realize this is a (potentially) sensitive area being that the subject is CI, however, I thought I'd give it a shot.

My interest is in processes/methods that organizations might employ to obtain their CI. Examples of deliverables also are of great interest to me...for instance, it would be really interesting to know if any company out there assembles any type of handbook that covers their competitors. I'd be interested in the layout of it...how it's put together and arranged, not so much in the content.

My project is not focused on any particular industry...I am more interested in obtaining a broad perspective from a variety of organizations.

For example, some of the questions I would like to understand include:
1. What does [insert company name] do by way of CI? How expansive are their efforts?
2. How do they document or track what they learn about their competitors? Is information kept in a paper handbook, or an electronic database?
3. How often do they update their information? Do they have any type of regular, consistent monitoring in place?

Essentially there are two areas where I could use some guidance/input/suggestions, etc...
1. Help identifying what could be considered "best-in-class" materials. What does "good" look like when it comes to developing CI databases/ documenting CI information?

2. Identifying folks who would be willing to talk with me on the phone at a more in-depth level...perhaps contacts in marketing research or library departments at different organizations.

I should note that I have already checked out the SCIP (Society for Competitive Intelligence Professionals) website (we're looking into becoming members to gain access to some of their content) as well as the BUSLIB archive.

Responses

This book may be helpful: Super Searchers on Competitive Intelligence: The Online and Offline Secrets of Top CI Researchers by Margaret Metcalf Carr; Edited by Reva Basch
http://books.infotoday.com/books/SsOnCompetitive.shtml Rita Schaffer

Below is a selection of items I think may be helpful or interesting vis-a-vis some of your questions.
Amelia Kassel

Fuld Intelligence Organizer and other sources such as:

McGonagle, John J., Vella, Carolyn M. "A case for competitive intelligence: 90% of the information a company needs to understand its market and competitors and to make key decisions is already public." Information Management Journal, v 36, n 4, p 35(6), July 2002

Divides CI into 4 practice types and explains them, e.g., Strategy-oriented, Tactics-oriented, Technology-oriented, Target-oriented, discusses methods for collecting raw data with many interesting ideas provided.

"Creating a competitive edge: using competitive intelligence to keep an eye on the competition has become part of the marketing effort for many pharma companies," Medical Marketing & Media, v 38, n 2, p 36 February 2003. Provides stats regarding usage of:

Competitor profiles
Financial analysis
SWOT analysis
Scenario development
Win/loss analysis
War gaming
Conjoint analysis
Simulation/modeling

"A Roadmap for the Successful Implementation of Competitive Intelligence Systems," Shelfer, Katherine; Verner, June Information Outlook, 5, 7, 34, July, 2001

"Organizing the competitive intelligence function: A benchmarking study," Lackman, Conway L; Saban, Kenneth; Lanasa, John M Competitive Intelligence Review v11n1 PP: 17-27 First Quarter 2000

"CI at Cisco Systems: An Acquisitions Success Story" (One company measures acquisition success by their ability to work focused on the right technologies, enter the right markets, work on the right projects, with the aim of pleasing its customers)
Competitive Intelligence Magazine, v 4, n 1, p 5-6, January 2001

"Intelligence is Hidden Key to Motorola's Success-- Details Revealed in
Exclusive June Interview with Motorola CEO: Competitive Intelligence Drives the Company's Success," BUSINESS WIRE, Monday, June 5, 2000

"User-Driven Competitive Intelligence: Crafting the Value Proposition" (Click to View the Executive Summary at no cost) Available Date: 08/02/2003 Member Price: $295.00 Nonmember Price: $495.00

"Developing a Successful Competitive Intelligence Program," Click to View the Executive Summary
Date: 2000 Member Price: Free Nonmember Price: $495.00

From: Best Practices, LLC "Competitive Intelligence: Turning Information into Strategy," Covers Health Care, Pharmaceutical, and Energy Industries. May 2002 No Cost but registration at the site is required to download the report.

"Managing the Competition: Turning Competitive Intelligence into Strategy," Price: $6500
Pages: 109 A free summary is available upon registration at the site.

This report profiles a class of companies that demonstrate successful practices in their competitive intelligence functions. This study contains interviews with competitive intelligence executives at 19 global companies. In addition to staffing and structure analysis, the study also details.

Books:

Burkhardt, Kim. Competitive Intelligence Workbook, 2001

The Competitive Intelligence Workbook provides ready-made forms that guide the organization and presentation of information about the competitive business environment (60 forms in 9 sections).

Carr, Margaret Metcalf. Super Searchers on Competitive Intelligence Cyberage Books, June 2003.

This book presents leading CI researchers who reveal their secrets for monitoring competitive forces and keeping on top of the trends, opportunities, and threats within their industries at their firms, which
include Compaq Computer, Dell Computer, Lockheed Martin, Merck, and United Technologies. Tips, techniques, and models that can be successfully applied to any business intelligence project are provided.

Halliman, Charles Business Intelligence Using Smart Techniques Information Uncover, 2001 (Self-published, available at Amazon.com)

Presents straightforward CI tools for analyzing and using business intelligence to develop actionable ideas.

McGonagle, John. Carolyn M. Vella. The Manager's Guide To Competitive Intelligence Praeger, September 2003.

Provides practical, hands-on assistance for the CI professional and serves as a "desk reference for CI managers to help them understand their own circumstances and determine what works best for them." In addition to hints on diagnosing individual situations, it provides forms and checklists.

Edited on September 23, 2005