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Competitive Intelligence 2.0: thesis project in crowdsourcing


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A thesis project in crowdsourcing about how competitive intelligence practices can be applied to 2.0 landscape.

A thesis project in crowdsourcing about how competitive intelligence practices can be applied to 2.0 landscape.

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  • 2. Interfaculties CoursesLiterature & PhilosophyEconomicsPolitical and Social SciencesCourse ofBUSINESS ECONOMICSA.A. 2012-2013Prof. Andrea CioffiThesis project byLaura Zanotta
  • 4. Thesis in crowdsourcing• The social collaboration applied to researchCompetitive Intelligence 2.0• The importance of the subjectObjectives• Research questionsMethodology• Research methodologyExecutive plan• TimingSummary
  • 5. Thesis project in crowdsourcing: the social collaboration applied to researchCrowdsourcingDialoguewith thecommunityCollaboration to solvecomplexissuesGreatercreativityGreaterheterogeneity• Enjoy Your Learning proposes totest thesis projects incrowdsourcing, believing that thedialogue between students,companies and network is a bigopportunity of value creation andgrowth for all the subjectsinvolved.• The students involved in areasearch pathway have thepossibility of gathering useful andinnovative materials for thedevelopment of the thesis,empowering at the same time theirnetwork of professional contacts• Companies, on the other hand, cangain a feedback about theiractivites, strategies, methods andproducts, strenghtening theengagement with potentialstakeholders.• Everyone who will contribute tothe development of this projectwill gain, at the end of the thesispath, a report about the resultsthat have been achieved.
  • 6. Competitive Intelligence (CI) 2.0: the importance of the subject• In nowadays economic and technologicalcontext, Competitive Intelligence practice can nolonger limit itself to the traditional offlinemeasurement based on the analysis of thebalance sheet and of extra accounting data.• Conversely, it must be think in a new direction, asanExtended Competitive Intelligence, that isextended to the web and, in particular, to thesocial landscape.• CI 2.0 aims at highlighting the companyperformance on the whole web ecosystem(website, social landscape, blog etc.), providing acompelling support to the competitive andstrategic positioning that is pursued.• CI 2.0 therefore refers to the analysis of bothquantitative and qualitative data about the directand extended competitors’ online activity, inorder to get actionable insights for outlining newopportunities.
  • 7. Objectives: research questions (1/2)This project aims at answering to the following main question:How can Competitive Intelligence 2.0 support an effective online competitive positioning?The research question has been developed according to the following analysis perspectives:CI2.0StrategyDigitalMarketingPerformanceMeasurementICT
  • 8. Objectives: research questions (2/2)The five research questions and their sub-questions:CompetitiveIntelligence 2.0Who measures?Which kind ofcompanies/sectors shouldimplement astructured planof online CI?What tomeasure?What are the newdimensions to bemeasured?Which are thenew KPIs?How to measure?Which are thenew tools andmethodologiesfor online CI ?How to definethe onlinecompetitivepositioning?Where tomeasure?Screening of 2.0environments inorder to outlinethe ones whichbest fit thecompetitivepositioning thathas to bereached.When tomeasure?Which is theperiodicity thatmeasurementsshould have?When it shouldbe more efficacyto measure?Which are themost compellingevents that maypush towards aCI analysis?
  • 9. The project methodology involves the following main stages:Research methodologyStage 1: literature analysis throughthe Systematic Review methodology• Methodology which consists ina mapping and an in-depthanalysis of the availbleliterature. It leads to theextraction of clear and sharableconclusions related to a precisefield of study• Benefits: methodologicalrigour; more possibilities toreproduce the achieved results• Objective: to find emergingtrends in the national andinternational literature aboutthe subject under research.Stage 2: empirical analysis of a company webperformances, compared to the competitors’ ones.• Preliminary informationgathering• Competitors’ selection for theanalysis of the sector’s maintrends• Analytics data gathering bymeans of Google free tools orother CI applications• Data elaboration and modeling• Data interpretation• Final report including adescriptive analysis of the keyindicators of the company webperformances, together with ananalysis of the sector’s maintrends.
  • 10. Executive plan: timingLiteratureplanning andanalysis•1/05/2013•30/05/2013Literatureidentificationand analysisDataextraction andsummaryDescriptivereport aboutthe analysis•1/06/2013•30/07/2013•1/08/2013•30/08/2013Realization ofthe CI onlinemeasurementsfor theselectedcompany•1/09/2013•30/09/2013Employment ofthe results inorder toupdate thestate ofknowledgeabout thesubject•30/09/2013•15/11/2013Thesis deliveryNovember 2013
  • 11. ContactsAndrea CioffiPhd, professor of planning and control– Business EconomicsUniversità Cattolica del Sacro CuoreVia L. Necchi, 5/7 – 20123 MilanoMobile: 347.9252463Skype: cioffi.andreaMail: andrea.cioffi@unicatt.it ZanottaStudent at the Faculty of Comunicazione per l’Impresa i Media e le Organizzazioni ComplesseProfile Marketing ManagementUniversità Cattolica del Sacro CuoreLargo Gemelli 1– 20123 MilanoMobile: 346.7094855Mail: zanotta.lra@gmail.comSkype: laura.zanotta