EAN: 9783957102263

THE IMPLEMENTATION OF COMPETITOR INTELLIGENCE C...

Competitor Intelligence (CI)  a well-established practitioner field  is crucial to the
long-term performance of any company in today's globalized economy. While the practical
managerial importance of CI is high  it has received less recognition in academic circles. By
providing an in-depth analysis of current practitioner views on CI  this book aims to redress
the balance. It determines that managers who understand the markets as networks view and
utilize its implications in their daily decision-making should see CI and the information they
gain from this in a different light: suggesting opportunities for cooperation with competitors
rather than confrontation. Whether via mergers and acquisitions or joint ventures  the book
posits this change to a more cooperative mindset as a potential first step towards improving
the use of insights gained through CI. This change in mindset would be particularly useful in
cases where managers apply the framework of facilitators or challenges associated with
implementing a global CI system also introduced in this book  which shows that setting up such
a system not only requires considerable financial  human  informational and organizational
resources but also necessitates thorough planning and preparation prior to any implementation
as well as constant commitment from top management once it is in place. While this framework
provides the set up to help managers implement a sound CI system on an organizational level 
the book also considers the style in which CI is managed. It is shown that the style chosen can
determine both the effectiveness of CI implementation and its outcomes. The book builds upon
this finding by developing a taxonomy to help support managers in selecting the right CI
implementation style so they can achieve the desired outcomes.

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