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2/17/2012
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http://www.ciworldwide.org
http://www.imcsline.com
CRRM University Paul Cézanne, Aix-Marseilles
IMCS (Marseilles, Monaco, Luxembourg, Rio de
Janeiro, Jakarta, Shanghai, Kuala Lumpur)
Henri Dou [email protected]
Competitive Intelligence Basic
1 – Introduction – A moving world
2 - Competitive Intelligence – The challenge
The vision
3 – Concepts and Methods – The cycle of
Intelligence – Information typology –
Written information (formal) – Human
information (informal)
4 – Creating Knowledge – Platforms –
Information analysis
5 - Conclusion
The cycle of Intelligence
The concept and method
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You must understand your
environment
• This is the environment of a Company
– interactions between various parameters
– understanding these interactions
Technology push
Market pull
Society needs
Financial constraints
Strategies
Marketing
Lobbying
FIRM
Research
Epidemic
Competitors
Partners
See the book Co-opetition by Adam Brandenburger and Barry Nalebuff. Ed. Doubleday 1996
Environment
Questions
Stratégies Vision
CEO
Decision makers
What is (are) the best
Strategy(ies)
The engine of the system
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To answer the questions
CEO vision possible strategies questions answers
Information
sources
Information retrieval
Information Management Experts
CI Unit Knowledge
creation
1 - Collect
2 - Management 3 - Analyze
4 - Understand
Strategic information
products
Information system
Formal and Informal
Sources
Data bases,
Intranets.. Automatic or
manually
Experts
Vision - Strategy - Questions
The intelligence cycle
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Information typology
S
C
I
E
N
C
E
P
A
T
E
N
T
S
K
N
O
W
-
H
O
W
Economy
Risks People
Informal information 100% Formal
Information typologies
Formal versus Informal
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Open information
generally written
Hidden information
Generally oral
Information intermediate
Fairs, salons,
Target companies
Databases, Internet
reports, notes, revues
journals, books, standards,
etc….
Networks Documentation
Information management system(s)
Another segmentation of the
information
Information is fundamental in CI
It is structured in two typologies:
Formal Information (written, eg. Books, scientific papers,
databases from scientific or economic data, etc..)
Informal Information (human information eg information
generally available in human networks)
This means that there are two strategies to
collect information: documentation or
development of networks of persons (eg
specialists or others).
Choose your strategy
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To weld thin iron plates, what type of weld
and solder do I need?
What will be the new
materials tomorrow?
What will be the new
technologies?
Screw, glue, welding
bolt, folding
With our competences
and tacit knowledge
what can we do ?
From operational to tactical and
strategic
Extract from www.cipher-sys.com
What type of Intelligence do we
need
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Operational information
Tactic information
Strategic information
You sell shoes, you want to know the prices of the shoes
sold by your competitors. You need only to gather data..
The data that you collect, change according the time and the
space. Question what does that means ? It needs another
type of information and experts.
In 6 months, next year, what will be the prices of my
competitors? It needs a new type of information, and experts
(Delocalization, asymptotic prices, cost of crude materials …)
Example
The three steps in information
The information necessary for these three steps, operational
tactic and strategic, are not the same in nature, and must
be addressed to different people.
This is important, because along the work of the Competitive
Intelligence Unit, you will get these three types of information.
The three types are interesting, but do not give to the decision
maker operational information (unless it will hurt the strategic
move of the company), same for the tactical information.
In a company, different structures and people will deal with this
information. You have to understand who will need it. This is
important since this is a side output of the Unit which will
give to it a good image in the company.
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Increasing number of users
Increasing number
of data
Weak control
The Internet, a new paradigm
Internet
It will be too long to present Internet. This will be a full course
by itself. We will just give to you a few rules of the thumb
which will facilitate your work.
First of all, use Internet in Expert mode, you will access all
the functionalities to perform your query (boolean operators,
full expression, limit by type of files, by type of hosts,
by languages, etc….)
If you have too many answers, try to refine the search. Do not
forget that the first URLs which appear are not necessary the
most relevant for you.
There are a lot of engines to search Internet, try several ones
and make up your mind.
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Internet (meta engines)
There are also some meta-engines (a system which use several
engines at a time). In this case, there are limitation: the meta-
engine will use only the search facilities which are compatible
between all the engines.
Example: MetaCrawler Web Search Home Page – MetaCrawler –
Improve your Search! MetaCrawler.com searches the leading engines in one click
and returns only the best results from those search engines.
There is also the possibility to draw maps from the Web sites
which answer to the same questions. Software allows you to
do it. For instance as an exercice, use the site:
http://www.kartoo.com
Example from Kartoo
Search performed with the words: competitive intelligence
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Downloading a web site
Sometimes, it is interesting to download a site and then to
work offline on this site with one or several people. There is
also the opportunity to compare a site within a certain interval
of time, to see the pages which have been modified.
Different software are available on the Internet, some of them
are free:
For instance WinHTTrack website copier
open source offline brownser
http://www.httrack.com
If you have the software Adobe Professional, you have an
option which allow you to download a web site. The result
will be a pdf file, with the associated bookmark.
Downloading a web site with Adobe
Professional
Choose this option and proceed.
You will be asked to which depth you want
to save the pages, if you want to stay in
the same path, the same host, etc…
The Bookmark is useful because this is a real table
of content with the links of the downloaded data.
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Exercices
Go to google http://www.google.com and try a few
searches using the advanced search option When you open the page of advanced search
option, try the advanced search tips (upper left
of the screen) to know more about the search
facilities.
Go to Kartoo and try several searches, use the words
on the left part of the screen to modified the original
map. Lock at the web pages to see the result.
Formal Information
Commercial Databases
Written (formal) information
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Producers
Researchers
Editors Paper products
Data sources
Hosts
World dissemination
How information is
disseminated
Example Dialog
Commercial host with more than 900 databases from science, technology, economy,
social sciences, business, press, …. http://www.dialogweb.com
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From formal to informal
From the past to the future
From operational to strategic
A few important points
100% de Formal 100% Informal
Science Technology
Know-how Business
People
When you move from science, to technology, to know-how,
to business, to people, the amount of formal information
decreases and the amount of informal information increases
Informal
Formal
From formal to in formal
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I read I have an idea I work I write I publish
1 month 1 month 1 year 6 months 6 months
In the best case: 2 years
A company needs to anticipate!
If you get this scientific paper, it will reflect the idea
that the author(s) got one or two year(s) before !
From past to present and future
Human networks
Human or informal information
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You must use both!
Competitive Intelligence Unit
Formal information
Documentary type
Databases, ……
Informal information
Human networks
Animation, coordination
Do not forget also that inside your company there are lots of
valuable information and knowledge.
Informal Information a different
strategy
The development of human networks needs a strategy
very different than the one used to obtain formal
information.
The networks begin in your company, you must know the
people which move outside the company, which are in
contact with customers, suppliers, which attempt meetings
participate in various associations, etc…
You need also to develop a strategy and ask the good
questions, you need also to validate the information.
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What will be your best sources?
From the analysis of formal information, we obtained the
centers of excellence, “the experts”. These interesting
targets are then analyzed to see how it will be possible to get
informal information out of them.
By questioning the people which go out of the company
salesmen, representatives, purchasers,…. You will be able
to seek informal information from their contacts.
By developing with the experts the key questions which will
deserve an answer. These questions will be send to the
Company’s people which are at the interface of the outside
environment.
Mixed sources
This is the information sources which are not published in validated
Journals, which are not submitted to experts before publication.
Their characteristic is to be fugacious
Examples: the information found on the Internet,
certain information appearing in the press general
or even specialized,
confidential letters,
leading press articles or comments on radio or TV
reports (total or partial)
certain reports of shareholding
advertisement,…
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Processes of validation The processes of validation are based
on a certain number of criteria:
• the person who “brings back” information
• crosschecking of the information
• their bonds links formal data
Attention, when we say crosschecking, that
wants to say crosschecking with different sources
and in this case if they are independent this is
the best
• try to go up to the initial information and
source.
When information does not have links with the formal one and
that it is completely new, it is necessary to be very careful
http://www.ciworldwide.org
http://www.imcsline.com
CRRM University Paul Cézanne, Aix-Marseilles
IMCS (Marseilles, Monaco, Luxembourg, Rio de
Janeiro, Jakarta, Shanghai, Kuala Lumpur)
Henri Dou [email protected]
Competitive Intelligence Basic
1 – Introduction – A moving world
2 - Competitive Intelligence – The challenge
The vision
3 – Concepts and Methods – The cycle of
Intelligence – Information typology –
Written information (formal) – Human
information (informal)
4 – Creating Knowledge – Platforms –
Information analysis
5 - Conclusion
