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CompetitiveIntelligenceFall2021-introduction1.pptx
Competitive Intelligence
ADM 3316 A00 – Competitive Intelligence
Fall 2021
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Today
Our objective
About us
What this course is about
How it is structured
Concepts and definitions
Origines of Competitive Intelligence (CI)
Types of Intelligence
A review of the questionnaire
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Our objective
Understand what competitive intelligence is and allow you to synthesize its essence, master it and put into practice this fundamental management discipline.
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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The main objective of this course is to understand and put into practice the basic concepts of competitive intelligence. Concepts such as market insight, foresight, peripheral vision, and analytics will be invoked. The course will cover the link with business strategy, the types of monitoring, the stages of the monitoring cycle, the preparation and implementation of competitive monitoring, and several methods and techniques used. The teaching will mainly take the form of discussion seminars, case analyses, and lectures.
Course Contribution to Program Learning Goals
Competitive intelligence is an integrated and fundamental management discipline that enables informed strategy and critical decision-making. Lectures, logbooks, and individual and group work are the main contribution to the achievement of LG1, LG2 and LG6 objectives. The evaluation of these tasks will be critically assessed against various communication elements and will contribute to LG3. Finally, emphasis will be placed on the Ethics of Competitive Intelligence (LG4), both in classroom discussions and in assigned assignments and readings. LG6 permeates through all of the other objectives.
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About us
Myself
Background
Network
Interest and expectation
Availability
Email at [email protected]
Telecon on Tuesday and Thursday evenings
About you
Name
Program and year
Interest and expectation
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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What this course is about
Video from Seena Sharp
Your impressions
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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How it is structured
Refer to Syllabus
Individual report
Group project
Individual logbook
Optional – Voice of Business Course on CI + certificate
This option replaces 2 of the logbook submissions.
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Se veut une mise en application à échelle réduite des concepts vus en classe.
Qui répond aux enjeux stratégiques d’une organisation on d’une entreprise réelle, soit votre propre entreprise, une entreprise où vous avez travaillé ou une entreprise de votre choix.
3 éléments de la stratégie pour lesquels une veille est souhaitable,
3 modes de cueillette d’information pour chacune de celles-ci
un plan d’exécution pour chaque mode de livraison.
emphase sera mis sur la planification des éléments d’une veille concurrentielle.
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Concepts and definitions
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Concepts and definitions
Terminology
Intelligence cycle
Data
Information
Intelligence
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Terminology – take note
Competitive intelligence (CI) – Popularized by Mr. Porter in the 1980s. Activity that consists of sorting relevant information, organizing it, structuring it in a coherent manner, and synthesizing it to enable decision-makers to make more informed decisions to gain a competitive advantage over the competition.
Not at all the same as Business Intelligence (BI).
Note that in French, it has various forms
France uses Intelligence concurrentielle
Canada uses veille stratégique ou concurrentielle
Source : Termium, TPSGC 2019
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Our definition
Competitive Intelligence
Ongoing process of gathering relevant information, analyzing, protecting and disseminating synthesized information on a company's competitive environment to enable decision-makers to make more informed decisions to gain a competitive advantage over the competition.
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Information cycle
Model DIKW (data, info, knowledge, wisdom).
Wisdom
Knowledge
Information
Data
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Ref.: Rowley, Jennifer (2007). "The wisdom hierarchy: representations of the DIKW hierarchy". Journal of Information and Communication Science. 33 (2): 163–180
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Wisdom hierarchy
Référence: Rowley, Jennifer (2007). "The wisdom hierarchy: representations of the DIKW hierarchy". Journal of Information and Communication Science. 33 (2): 163–180
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Origines
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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To be beaten is excusable, but to be taken by surprise is unforgivable.
Napoléon Bonaparte
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Aussi attribué à Clausewitz… particulièrement par les anglo-saxons.
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Origine(s) – J Calof (2008)
Return on the reading
Your observations
Other Anecdotes 17th/18th centuries
E.g. The French-China relations
the Jesuit China Missions and the Ottoman’s Empire
The first French Embassy (c1700)
Rabban Bar Sawma – Turkish Monk – pilgrimage Yuan Dinasty to Europe
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Traces in Chinese history 5000+ years
L’Art de la guerre, Sun Tzu (environ 2400 ans), est souvent cité
Utilisé et répertorié au fil des ans dans un contexte militaire
Il existe en effet un lien étroit avec la notion de renseignement militaire, d’intelligence même
Et ce renseignement nourrit aussi la prise de décision à plusieurs niveaux – du tactique au stratégique
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Origine(s) – J Calof (2008)
Nathan Rothschild and the victory at Waterloo in 1815
Emperor Justinian and the secret of
silk making in the VI century
Richard Wickham, the Bristish East India Company and tea in 1615 and the Boston tea party…
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Dans les faits, la richesse des Rothschild est effectivement liée à la Révolution française et au soutient financier apporté aux Autrichiens, et aux Anglais…
https://www.youtube.com/watch?v=6sM3KOYPL_A&frags=wn&ab_channel=BusinessCasual
https://www.youtube.com/watch?v=KZpIBfBr4UI&ab_channel=KingsandGenerals
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Origine(s) – Closer to us
Source: The Evolution of competitive intelligence JE Prescott 1999
ADM 3316 A00 – Competitive Intelligence
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SCIP Society of competitive intelligence professionals
La veille compétitive « moderne »
Des années de pratique polymorphe précèdent sa naissance formelle
Précédée de plusieurs décennie d’articles et de recherche, sa structure se clarifie et prends forme au États-Unis dans les années 1970
Micheal Porter, reconnu pour ses articles traitant de stratégie, popularise le terme competitive intelligence dans les années 1980
L’organisation SCIP voit le jour en 1986
L’organisation et l’évolution varie d’un pays à l’autre
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Competitive Intelligence – research topic
Source : Articles about Competitive intelligence, Web of Science
ADM 3316 A00 – Competitive Intelligence
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Articles académiques revus par les pairs.
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Competitive Intelligence – domains of research
Source : Articles about Competitive intelligence, Web of Science
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Une applicabilité toute particulière en économie des affaires.
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Competitive Intelligence – a strategic link
Source : Articles about Competitive intelligence, Web of Science
ADM 3316 A00 – Competitive Intelligence
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Il serait intéressant de faire le ratio articles/population. Le Canada y ferait excellente figure. Par nécessité peut-être?
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Competitive Intelligence – Telfer input?
Source : Articles about Competitive intelligence, Web of Science
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Fall 2021
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Types of Intelligence
strategic intelligence (veille stratégique)
competitive intelligence (veille compétitive, veille concurrentielle)
marketing intelligence (veille marketing)
commercial intelligence (veille commerciale)
environmental intelligence (veille environnementale)
technological intelligence (veille technologique)
informational intelligence (veille informationnelle)
enterprise intelligence (veille d’entreprise)
business intelligence (veille d’affaires)
industrial intelligence (veille industrielle)
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Tiré de Termium, TPSGC, 2019.
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Types of Intelligence
Strategic Intelligence
Competitive Intelligence
marketing
commercial
environnemental
technological
informationnal
…
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Organisations
Worldwide
SCIP (Society of competitive intelligence professionals)
At Telfer
Prof. Jonathan Calof, Telfer, UOttawa
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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A review of the questionnaire
ADM 3316 A00 – Competitive Intelligence
Fall 2021
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Revoir questionnaire sur la veille et communiquer les réponses aux questions.
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