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  2. 2. 3/11/2012 WHAT IS INTELLIGENCE ?According to medical dictionary Intelligence is the potential ability to acquire,retain, and apply experience ,understanding,knowledge,reasoning andjudgment in coping with new experiences and in solving problems.Intelligent Quotient (IQ) is a measure of intelligence obtained by dividing themental age by the chronological age and by multiplying the result by 100. IQ = Mental age x 100 Chronological ageGeneral Intelligence includes verbal aptitude, quantitative aptitude, perception,memory, reasoning, artistic talent such as proficiency in music or art, creativityand ability to use thought and imagination to produce original ideas . 2
  3. 3. GENETICS OF 3/11/2012 HUMAN INTELLIGENCEA substantial portion of individualdifferences in human intelligenceis due to genetic variation andare consistent with many genesof small effects underlying theadditive genetic influences(polygenic)on intelligence. 3
  4. 4. 3/11/2012 According to Dr Michael Hogan ,General Intelligence is correlated with many basic aspects of information processing efficiency which depends upon the functioning of the cerebellum, including the speed and consistency of our perceptions andCEREBELLUM decisions and the speed with which we learn the new skills. 4
  5. 5. 3/11/2012 MAPPING INTELLIGENCESource: Science Daily, March 11, IN THE HUMAN BRAIN2009.Neuroscientists at CaliforniaInstitute of Technology havecompleted the maps using detailedMRI and CT scans in brains of 240neurological patients.This lesion mapping of intelligence asmeasured by the Wechsler AdultIntelligence Scale(WAIS) , shows acorrelation between 4 major domains ofintelligence Verbalcomprehension(Blue),Perceptual or ganization(Red),workingmemory (Green),and processing speed(Yellow) . 5
  6. 6. 3/11/2012COMPETITIVE INTELLIGENCE DEFINED .Competitive Intelligence is the activity of monitoring theenvironment external to the firm for information that isrelevant for the decision making process of the company.The objective of competitive intelligence is not to steal acompetitor’s trade secrets or other proprietary property, butrather to gather in a systematic ,overt manner a wide rangeof information that when collated and analyzed provides afuller understanding of a competitors’ structure,culture,behaviour,capabilities and weaknesses. 6
  7. 7. 3/11/2012WHAT IS COMPETITIVE INTELLIGENCE Competitive intelligence is information that has been 1 to the point where you can make a decision. 2 Competitive intelligence is a tool to alert management to early warning of both threats and opportunities. 3 Competitive intelligence is highly specific and timely information about a corporation. 4 Competitive intelligence is simply marketing research in disguise. 5 Competitive intelligence is a way for companies to improve their bottom line. 6 Competitive intelligence is a way of thinking. 7 Competitive intelligence is seeing outside yourself. 7
  8. 8. 3/11/2012WHAT COMPETITIVE INTELLIGENCE IS NOT1 Competitive Intelligence is not economic espionage.2 Competitive Intelligence is not simply database search.3 Competitive Intelligence is not a crystal ball. 8
  9. 9. COMMON GOALS OF COMPETITIVE 3/11/2012 INTELLIGENCEDetecting Competitor’s strengths, weaknesses,opportunities, and threats.Eliminating or lessening surprises.Enhancing competitive advantages.Improving positioning, operations and performance. 9
  10. 10. 3/11/2012BENEFITS OF COMPETITIVE INTELLIGENCEBolsters the company’s profitability.Maximizes business opportunities.Protects from external threats.Optimizes operation and performance benchmarking.Helps in knowledge management.Protects the intellectual property.Provides insights about mergers and acquisitions.Generates long –term market prospects.Assists in sales and marketing of products and services.Facilitates strategic direction. 10
  11. 11. 3/11/2012MAIN APPLICATIONS OF COMPETITIVE INTELLIGENCEProfiling competitors.Strategic early warning.Benchmarking products, process and performance.Technology assessment.Due diligence for corporate acquisitions.Environment scanning .Examination of market positioning with respect tocompetitors. 11
  12. 12. 3/11/2012CATEGORIES OF COMPETITIVE INTELLIGENCE Market Intelligence. Partner Intelligence. Competitor Intelligence. Technical Intelligence. Customer/Prospect Intelligence. 12
  13. 13. 3/11/2012 SOURCES OF COMPETITIVE INTELLIGENCEIntelligence information is obtained from various primary andsecondary sources.Primary sources Secondary sources•Former employees . •Annual reports•Present employees. •Press releases.•Vendors and suppliers. •Local newspapers.•Dealer networks. •Trade magazines.•Customers. •Analyst reports.•Reporters. •Company newsletters.•Investment analysts. •Online databases.•Trade shows and conferences. • Academic papers &•Newsgroups. Journals. •Govt. agency publications. 13
  14. 14. 3/11/2012 FIVE FACTOR MODEL OF COMPETITIVE INTELLIGENCEAccording to James Baron andDavid Kreps ,each of the factorsinfluence the CI system and lack ofcongruence between any one of ORGANIZATIONALthese factors and the firm’s CI CULTURE &practices will ultimately lead to STRUCTUREfailure of competitive Intelligence. COMPETITIVE ORGANIZATIONAL WORKFORCE INTELLIGENCE STRATEGY SUCCESS EXTERNAL PRODUCTION ENVIRONMENT TECHNOLOGY 14
  15. 15. STAGES IN THE COMPETITIVE 3/11/2012 INTELLIGENCE PROCESS Organize facts Analyze data (III) (IV) DisseminateGather Information Intelligence (II) (V) Analyze the CI Use Intelligence needs (VI) (I) 15
  16. 16. 3/11/2012SCIP CODE OF ETHICS IN COMPETITIVE INTELLIGENCE The Society of Competitive Intelligence Professionals’(SCIP) code of ethics. To continually strive to increase the recognition and respect of the profession. To comply with all applicable laws,domestic,and international. To accurately disclose all relevant information, including one’s identity and organization ,prior to all interviews. To avoid conflicts of interest in fulfilling one’s duties. To provide honest and realistic recommendations and conclusions in the execution of one’s duties. To promote this code of ethics within one’s company, with third party contractors and within the entire profession. To faithfully adhere to and abide by one’s company policies, objectives and guidelines. 16
  17. 17. 3/11/2012 MCKINSEY 7-S FRAMEWORK MODEL FOR COMPETITIVE INTELLIGENCEAccording to 7-S frameworkmodel ,competitive intelligence Source: Peter and watermanin an organization fails because (1982)of lack of congruence between STRATEGYa chosen strategy and the followingseven elements. SYSTEMS STRUCTURE SKILLS STYLE STAFF 17
  18. 18. 3/11/2012COMMON CAUSES OF COMPETITIVE INTELLIGENCE FAILURESCauses SymptomsLack of operational fluidity •Bureaucratic red tape. •Inefficient communication.Lack of an intelligence •Adverse behavior ofnetwork personnel. •Inappropriate selection of vendors.Lack of proper planning •Impractical deadlines. •Mismanagement of time.Lack of education Unfocused and ill-defined intelligence needs.Lack of perceived value Inaction by managers. 18
  19. 19. (MBTI) TOOL IN 3/11/2012 COMPETITIVE INTELLIGENCEThe Myers-Briggs-Type Indicator is a practical tool for personalityprofiling and selecting the best fit for competitive intelligence positionsin corporations.The different scales used are: Extroversion/Introversion ( EI) :The EI scale indicates howindividuals prefer to focus their attention. Sensing/Intuition (SN) :The SN scale provides an indication of howindividuals acquire information. Thinking/Feeling (TF) :The TF scale deals with how individualsmake decisions. Judging/Perception (JP): This scale denotes an individual’s specificapproach in dealing with the outside world.Total of 16 personal types that can be identified through different combinationsof these scales.ISTJ,ISFJ,INFJ,INTJ,ISTP,ISFP,INFP,INTP, 19ESTP,ESFP,ENFP,ENTP,ESTJ,ESFJ,ENTJ,ENFJ.
  20. 20. THE BEST FIT PERSONALITY TYPES FOR 3/11/2012 COMPETITIVE ANALYSTSINTJ : Critical ,analytical, independent thinkers. Prefer to work independently. Capacity for intellectual and conceptual clarity. The best Can spot meaningful patterns in external events. personality types Long range vision. for analyst’s role Dislike details, can have issues with time management. are:•ENTP: Dynamic ,creative, competitive and argumentative.•Resourceful and innovative- idea people.•Relentless desire for competency.•Uncanny knack for predicting market place trends.•Sometimes lack follow-through on ideas generated. INTJ,ENTP,ENTJ•ENTJ: Direct,decissive,enthusiastic and objective.•Regarded as born leaders.•Good ability to balance both short-term and long-termvision.•Implement comprehensive systems.•Tendency towards arrogance, impatience and insensitivity. 20
  21. 21. MAIN DRIVERS OF GLOBAL COMPETITIVE 3/11/2012 INTELLIGENCE Increased global competitive trends. Diversification opportunities. Technological trends. Information revolution. Supplier trends. Customer preferences and trends. Opportunities for joint ventures, strategic alliances and partnerships. Regulatory issues. Past international success and failures. Performance indicators. 21
  22. 22. 3/11/2012COMPETITIVE INTELLIGENCE ANALYSIS Competitive intelligence analysis includes: Strategic profiling Benchmarking . GAP analysis. Patent analysis. SWOT analysis. Value chain analysis. Linear forecasting. 22
  23. 23. 3/11/2012COMPETITIVE INTELLIGENCE IN MARKET RESEARCH Competitive intelligence provides insightful inputs for market research. Profiling the competitors. Comparative technology evaluation. Market segmentation analysis. Value chain analysis. Market assessment studies. 23
  24. 24. 3/11/2012 MARKET RESEARCH VS COMPETITIVE INTELLIGENCE Competitive intelligence is a continuous Market research is based on the ongoing process involving the legal and4Ps (Product, Price,Promotion,and ethical collection of information andPlace)of marketing and the function controlled dissemination of actionablethat links the intelligence to decision makers.consumers,customers,and public tomarketer through information that isused to identify and define marketingopportunities and problems. Competitive intelligence is strategic and results driven. Market research is tactical andmethods driven. Competitive intelligence exploits primary and secondary sources. Market research relies on directcontact. Competitive intelligence is primarily qualitative in nature. Market research is primarilyquantitative in nature. 24
  25. 25. 3/11/2012 COMPETITIVE INTELLIGENCE AND INDUSTRIAL ESPIONAGECompetitive intelligence is not industrial espionage.It provides strategic,tactical,real-time, legal ,ethical,and publicly available data and information todecision makers. 25
  26. 26. 3/11/2012 WHY INTERNET BASEDCOMPETITIVE INTELLIGENCE TOOLS ? Internet tools for collecting competitive Intelligenceare most cost effective. Internet tools for collecting competitive intelligencedeliver information faster. Internet tools provide instant accessibility toinformation. Internet tools ensure greater anonymity. Internet tools provide information based on globalsearch. 26
  27. 27. 3/11/2012 WEB BASED TOOLS FOR COMPETITIVE INTELLIGENCESPYFU: A tool that lets you find what keywords yourcompetitors are targeting in the search engine.SEARCH MONITOR: A tool used for competitiveintelligence analysis and used to monitor competitors,affiliates and trademarks.GOOGLE TRENDS: It is a pretty neat tool for finding outtraffic data and geographic visitation patterns of yourcompetitors.FEED COMPARE: This tool lets you compare feed burnersubscriber numbers with that of competitors. 27
  28. 28. LINK ANALYSIS TOOLS FOR COMPETITIVE 3/11/2012 INTELLIGENCE Link analysis is the process of building networks of interconnected objectsthrough various objects through various relationships to discover patterns andtrends. Link Analysis is used for finding matches in data for known patterns ofinterest,finding anomalities in patterns ,and discovering new patternsthrough social network analysis. Keyword research tools. Keyword density analysis tools. Page comparison tools. Spider test tools. 28
  29. 29. 3/11/2012SOCIAL MEDIA TOOLS FOR COMPETITIVE INTELLIGENCE Here are some Blog social media competitive intelligence toolsBambuser: Offers just an opportunity in real time by streaming live videoto your web site ,your blog or social network by engaging your customers.VideofyMe: You can create videos, share them and monetize themeasily and quickly with this tool.GroupHigh: It is a brilliant social media competitive intelligence toolthat helps you to promote your company, your clients and your products.Website Grader: This free tool , provides website traffic information,social popularity, on-page and off-page SEO data and competitiveintelligence .SocialMention :Provides real-time social media search and analysisabout your competitors and delivers them via email as free email alerts. 29
  30. 30. 3/11/2012 CONCLUSION Competitive intelligence is a critical resource inknowledge based economy and knowledge managementwithout competitive intelligence could be dangerous. It is imperative now for corporations to do well incompetitive intelligence in order to prosper in globalbusiness. Doing business without competitive intelligence is likeflying a jet without radar. 30
  31. 31. 3/11/2012THANK YOU FOR YOUR TIME. 31