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9.CICulture-Fall2021.pptxCI Culture
Week 10
Jocelyn Turgeon
ADM3316 Fall 2021
Welcome back!
Wrapping up VOBA courses
Team project consultations
Individual project topics
Questions
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
CI within an existing company
Setting it up
Strengthening it
Growing it
Unit within the organisation
Collection
Dissemination
Influence
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
Alan Baren, SCIP, in The Biggest Challenge for Competitive Intelligence, 2015.
Focus the efforts of your monitoring "team".
Rationale - tactical or strategic
Key stakeholders - who are your customers?
Main competitors vs. environment
Your skills at first glance
Internal information - networking within the company
Prioritization of collection and analysis
Above all, don't forget that is not only about competitors...
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
Starting a Competitive Intelligence Function – A SCIP best practices guide
A problem of value creation according to T.W. Powell
A visit to the doctor - pills...
A call to your investment broker...
CI Business case
The costs of the watch service
The advantages - even qualitative
An estimate of the cost of benefits
Spread over time
Present value of the required investment
How it compares - benchmarking
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
According to T.W. Powell, in Intelligence: Developing the Business Case, the monitoring unit should
Develop and manage information
Predict the future environment
Assist in strategic and tactical decision making
There is always information, but sometimes it is
Scattered
Difficult to collect
Consists of seemingly worthless data
Unstructured
"The customer doesn't really want a drill, he wants a hole..."
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
Acording to T. Powell, seven specific steps are required to develop a business case using a project financing model:
1. List the incremental costs.
2. List the incremental benefits, in a qualitative
sense.
3. Measure or estimate the value of the
incremental costs.
4. Measure or estimate the economic value of the
incremental benefits.
5. Plot these incremental costs and benefits and
costs over the life of the project.
6. Calculate the value of the initiative using a
discounted cash flow (DCF) model.
7. Benchmark the DCF value against some
corporate hurdle rate that new projects must
meet to obtain funding.
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
You are likely not starting from scratch
* Their sales and market research people talk to current and prospective customers.
• Their support people talk to customers.
• Their investor relations people talk to securities analysts and institutional investors.
• Their business development people talk to other industry players.
• Their executives talk to other industry executives at business and social events.
• Their scientists talk to other scientists at conferences.
• Just about everyone reads about their segment of the industry.
• Just about everyone conducts internet searches on topics of interest to them.
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
Key fonctions – Steps of CI process
Ref.: T.W. Powell, in Intelligence: Developing the Business Case, SCIP
Best Practice Guide
According to T.W. Powell
CI is part of the overhead costs.
It must be rigorously evaluated with data.
Benefits are not always easy to measure
You have to perceive and see the system as a whole.
The function is often perceived as disposable
CI skills take some time to establish
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
According to T.W. Powell
CI is an investment
the numbers must speak for themselves
Work hard at it
Don't reinvent the wheel ...
Always keep in mind the advantages of CI before
Think return on investment
Don't promise the moon ...
You have to gain confidence one small victory at a time!
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
There are many of them and they vary depending on the stage of the process.
Networking capacity
Ability for social interaction
Analytical capacity
Computer skills
Ability to establish connections, links
And of course, willpower and determination!
In short, it is once again in your best interest to target your strengths and to surround yourself with the right people.
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
KIT - Descriptions of the key players in the market
competitors, customers, suppliers, regulators and potential partners
The individual
Historical biography related to RCW
A personality assessment
The individual in his or her organizational environment
The organizational environment
Culture, mission, raison d'être
Also based on KIT
Ref: J. Herring (1999). Key Intelligence Topics: A process to identify and define intelligence needs. Competitive Intelligence Review, Vol 10(2), 4-14 (1999).
Ref: Marta S. Weber Profiling for Leadership Analysis, SCIP.
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Process
Table D and E example
1. Provide profiles of our main competitors, including their strategic plans, competitive strategies, financial and market performance, organization and key personnel, R&D, operations, sales and marketing, etc.
2. Provide in-depth assessments of major competitors including: Their desire to compete with us and our main customers Strategic plans and goals, including international goals Key strategies: financial, technological, manufacturing, business development, distribution, sales and marketing Current operational and competitive capacities
3. Identify new and emerging competitors, especially those from entirely different industries and businesses.
4. Describe and assess our current and future competitive environment, including: customers and competitors; markets and suppliers; production and product technologies; political and environmental; and the structure of the industry, including changes and tendencies.
5. New customers, their future needs and interests: who are they and how are our competitors trying to satisfy them?
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
6. Opinions, attitudes and perceptions of industry and customers regarding the "value" of our
products, services, etc. brand
7. Identify and assess new industry / market players including: suppliers, major distributors, customers and / or competitors who are considering entering our business.
8. Developers of new technologies / products: what are their plans and strategies to compete with our industry?
9. Need for significant improvement in market share and growth data, including our competitors.
10. Management and operations need better information about regulatory and environmental activities for planning and decision making.
11. The financial / financial community: what are their views and perceptions of our
business and industry?
12. What is the interest and purpose of various suppliers and industry watchers in
collect information about our company?
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
| Indicator | Target(s) | Meaning |
| Education - Field of study - University | ||
| Professional history - employment | ||
| Challenges - behaviour - decisions | ||
| Personality - traits | ||
| Environment - family | ||
| Other aspects… |
CI Culture
Competitive Intelligence as a business function
Challenges
Business case
Summary
CI Skillsets
Profiling Exercise
Table D and E example
19
Questions?
Text or email me
Look for Q&A in Brightspace
Jocelyn Turgeon
ADM3316 Fall 2021
