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Tables of Contents for Competitor Intelligence
Chapter/Section Title
Page #
Page Count
Acknowledgements
xiii
Introduction
xv
Gaining advantage from competitor intelligence
1
26
Competitor intelligence: What is it? Why invest in it?
3
4
What is competitor intelligence?
3
2
Why invest in competitor intelligence?
5
2
The benefits of competitor intelligence
7
10
Using competitor intelligence for business advantage
7
4
Competitor intelligence in a recession
11
2
Corporate radar
13
1
Closing the intelligence gap
14
1
Improved thinking and attitudes leading to better plans and decisions
15
1
Allied Steel and Wire
16
1
What will happen if you do not invest in competitor intelligence?
17
5
The lesson of Forte
17
1
Competitor intelligence failure
18
1
Pearl Harbor: the commercial lessons
19
3
Future trends in tools, techniques and practices
22
2
Summary of Chapter 1
24
1
Troubleshooting
25
2
How to set up a successful competitor intelligence operation
27
32
Key success factors - overview
29
1
Plan: devise the right competitor intelligence strategy
30
5
Target intelligence versus radar/awareness intelligence
30
2
Expressed requirements versus own assessments
32
1
Producing for customers versus producing for suppliers
32
1
Tapping internal sources versus tapping external sources
33
1
Information versus intelligence
33
1
`Facts' versus rumours
33
2
Efficiency versus effectiveness
35
1
People: get the right people into competitor intelligence
35
5
Right people, right skills
35
4
Motivation to produce what customers want and need
39
1
Position: make competitor intelligence an important function in the business
40
2
Integrate competitor intelligence into the business
40
2
Senior management support and involvement
42
1
Processes: do things the right way
42
3
Accurate analysis of the internal market for competitor intelligence
42
1
Tap the right sources
43
1
Use the right storage and retrieval and production processes
43
1
Produce tailored, targeted intelligence products
44
1
Performance: keep your eye on the ball
45
4
Measure and publicise the success of competitor intelligence
45
1
The key success factors of three companies
46
3
Avoiding intelligence failure
49
7
Input failures
49
1
Output failures
49
1
Process failures
50
1
The Tet offensive, South Vietnam 1967
50
4
SmithKline Beecham Consumer Healthcare overcomes the `blockers'
54
2
Summary of Chapter 2
56
1
Troubleshooting
57
2
Know your customers: identifying intelligence requirements
59
26
Who are your customers for competitor intelligence?
61
1
Why do they want or need competitor intelligence?
62
4
Radar/awareness intelligence or target intelligence?
62
2
Relative benefits of radar/awareness and target intelligence
64
2
What competitor intelligence do your customers require?
66
11
Wants or needs?
67
1
Strategic or tactical requirements?
67
1
Information or intelligence?
68
1
Competitor, competitive or total intelligence?
69
1
Who are the target companies?
70
1
What are the key intelligence requirements?
71
2
Benchmarking
73
4
When and how do your customers require competitor intelligence?
77
1
How to identify what customers require
78
5
Methodologies
78
2
Interviews
80
1
Workshops
81
2
Summary of Chapter 3
83
1
Troubleshooting
84
1
Information collection
85
38
Constructing a collection plan
87
4
Internal sources
91
6
Human sources
91
1
Key success factors for internal networks
92
5
Ex-competitor staff
97
1
Competitor sources
97
3
Human sources
97
2
Hard copy sources
99
1
Electronic sources
99
1
Other competitor sources
100
1
Third-party sources
100
13
Human sources
100
2
Hard copy sources
102
2
Electronic sources: business databases
104
2
How to use business databases
106
2
Electronic sources: Internet
108
2
Electronic sources: media intelligence
110
1
Local intelligence sources
110
3
Airlines: two case illustrations
113
6
`The World's Favourite Airline'
114
1
Swissair's approach
115
4
Summary of Chapter 4
119
2
Troubleshooting
121
2
Analysing competitors
123
36
From information to intelligence
125
1
First stage: Analysis
125
10
Pre-collection source selection/filtering
125
2
Evaluation
127
1
Indexing, filing and collation
128
4
Synthesis/Description
132
1
Forecasting/Speculation
133
2
Second stage: Analysis
135
22
Competitive opportunities and threats
136
4
Competitive strengths and weaknesses analysis
140
2
Competitive and business environment analysis
142
3
Competitor modelling/value chain
145
4
Key success factor (KSF) analysis
149
2
Market position analysis
151
6
Summary of Chapter 5
157
1
Troubleshooting
158
1
Producing and communicating the right intelligence products
159
32
What intelligence products to produce
161
12
Specific items of evaluated raw information
161
1
Raw information collations
161
1
Competitor or target profiles
162
3
Competitor comparisons or benchmarks
165
1
Competitor analyses
166
7
Constructing the right competitor intelligence products
173
8
Choice of competitor intelligence products
173
1
Structure of individual intelligence products
174
1
Designing a good intelligence template
175
4
`Crash' analysis
179
2
Producing actionable intelligence: competitive action plans
181
3
Actionable intelligence
181
1
Competitive action plans
182
2
Communicating competitive intelligence
184
4
Effective channels of communication
184
1
Effective forms of communication
185
1
Large-scale presentation of competitor information
186
2
Summary of Chapter 6
188
1
Troubleshooting
189
2
Security and ethics
191
14
Security and leaks
193
2
Identify critical intelligence
193
1
Identify potential leaks
194
1
Reduce risk
195
1
Ethics
195
4
How far do people go when collecting competitor intelligence?
195
2
So what can we do about it?
197
1
SCIP code of ethics
198
1
The role of government in competitor intelligence
199
3
Governments as preventers of illegal intelligence collection methods
200
1
Governments as practitioners of normally illegal intelligence methods
201
1
Summary of Chapter 7
202
1
Troubleshooting
203
2
Glossary
205
4
Select bibliography
209
2
Index
211