Publisher: Pitman Publishing, 1999, 220 pages
As markets become more global and competition gets more intense, the need for competitor intelligence has never been greater. Gathering and analyzing information about competitors' strategies, operations and performance enables your business to achieve its ultimate objectives of profitability, competitiveness and independence.
But how do you ensure that a competitive intelligence operation succeeds? This book directs you through the key factors — the 5Ps — for implementing a successful strategy.
Make sure your competitor intelligence operation improves the performance of the business. While each strategy will differ for each company, all should include certain common components. Discover what these are.
Get the right people into competitor intelligence. Understand the particular skills that the competitor intelligence manager should have, and learn how to refine them.
Make competitor intelligence an important function in your business. Do not allow the competitor intelligence operation to become a detached support service unconnected to the mainstream activities of the company. Find out how to ensure it is integrated with your business objectives, plans and processes, key decision-makers and your organisations' missions.
Analyze accurately the market for competitor intelligence . Who requires competitor intelligence within your organization? What do they need it for? What information do they require? Get to the core of what the competitor intelligence operation should be trying to achieve. Understand the other processes crucial to success (sources, networks, storage, production).
Competitor intelligence is a core managerial process. Its contribution to the business must be measured. Learn what to measure and how to measure it.
Extract competitive advantage; engage the tools of competitive intelligence.
How to find information to follow Porter's theories.
Of dubious value.