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An Introduction to Competitive Intelligence

An Introduction to Competitive Intelligence. Assoc. Prof. Hal P Kirkwood Management Development Series Management & Economics Library Krannert School of Management Purdue University April 20, 2007. What is CI?.

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An Introduction to Competitive Intelligence

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  1. An Introduction to Competitive Intelligence Assoc. Prof. Hal P Kirkwood Management Development Series Management & Economics Library Krannert School of Management Purdue University April 20, 2007

  2. What is CI? • Competitive Intelligence: A systematic and ethical program for gathering, analyzing, and managing external information that can affect your company's plans, decisions, and operations.

  3. CI Cycles • Ashton and Stacey Business Intelligence Model • 4Cs Process • SCIP – CI Process

  4. Design and Setup Information Collection Analysis

  5. Mini Case 1: Expert Opinions • Find a SWOT Report for Eli Lilly • Business Source Premier • Find an Investment Analyst Report for Eli Lilly • Business & Company Resource Center

  6. State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson http://www.scip.org/pdf/f_060608_stateofart_sum.pdf

  7. Categories of Competitive Intelligence • Market Intelligence • Industry level information on • Trends • Government regulations • Geopolitical issues • Partner Intelligence • Monitoring activities of • Company’s major suppliers • Strategic partners • Competitor Intelligence • Detailed monitoring & analysis of • Key competitors • High-level scans of other competitors • Ongoing identification of new entrants • Technical Intelligence • Monitoring advancements of • Technical developments • Customer/Prospect Intelligence • Determining & monitoring • Key internal influences • Budget cycles • Key focus areas

  8. Mini Case 2: Industry Analysis • Identify an industry overview for the pharmaceutical industry • Net Advantage • Compare Eli Lilly against its industry ratios • Factiva

  9. State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson http://www.scip.org/pdf/f_060608_stateofart_sum.pdf

  10. Facilitate Strategic Direction Strategic Alliances New Product/Service Development Sales Process Marketing/Communications/Public Relations HR and Recruitment Rival Firms Competitor & Market Scenarios Acquisitions/Preventing Acquisition Uses/Applications of Competitive Intelligence

  11. Mini Case 3: Legal & Regulatory Documents • Review Eli Lilly’s recent patent registrations • US Patent & Trademark Office • Find a license agreement involving Eli Lilly • FindLaw

  12. Methods & Models used in CI • SWOT • Porter’s 5 Forces Model • Value Chain Analysis • Four Corners Model • Blindspots Analysis • Strategic Group Map Technique • Executive Management Profiling • Financial Ratio Analysis • Environmental & Event Analysis • Plus more…

  13. State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson http://www.scip.org/pdf/f_060608_stateofart_sum.pdf

  14. State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson http://www.scip.org/pdf/f_060608_stateofart_sum.pdf

  15. Mini-Case 4: Financial Filings & Media Sources • Identify risks facing new entrants in the pharmaceuticals industry • Edgarscan • S-1 Filings • Find an interview with the President of Eli Lilly • Lexis/Nexis

  16. State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson http://www.scip.org/pdf/f_060608_stateofart_sum.pdf

  17. Content Generation Magazines Newswires SEC Filings Web Sites Census Market Research Newspapers Business Intelligence Software News Portals Online Directories Competitor Profiling SWOT Analysis Trend Analysis Simulation Forecasting Communications Brand Marketing Position Human Resources Suppliers Mergers/Acquisitions Financial Product Dev. Business Dev. Public Relations Marketing Information Monitoring Tailoring Archiving Vertical Portals News Portals Research Shops ShiftCentral Inc, 2002 www.shiftcentral.com Introduction to Online Competitive Intelligence Business Action Business Action Strategy Strategy Competitive Intelligence Competitive Intelligence Information Aggregation Information Aggregation Content Generation Content Generation

  18. Any Questions? Hal P Kirkwood Jr. Assoc. Director Management & Economics Library Purdue University kranlib@purdue.edu

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