BCIS 3615 The Visual Presentation of Business Information

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					  BCIS 5650: Emerging
Information Technologies



Competitive Intelligence
 from an IT Scanning
      Perspective

 The University of North Texas, ITDS Dept. -- Dr. Vedder   1
Competitive Intelligence (CI)
a definition

The use of legal and ethical means to
gather from public and private sources
business information considered
significant for the firm.

A.k.a.: “business intelligence,”
“competitor intelligence”

        The University of North Texas, ITDS Dept. -- Dr. Vedder   2
What Can CI Discover?

• What others say about competitors
• What competitors say about
  themselves
• Environmental information




      The University of North Texas, ITDS Dept. -- Dr. Vedder   3
CI Is a Major Business Concern

• Multibillion-dollar global industry
• Companies with formal CI units
  include:
  – CittiCorp
  – Eastman Kodak
  – GM
  – IBM
  – JC Penney

       The University of North Texas, ITDS Dept. -- Dr. Vedder   4
CI Can Apply to IT Needs

“If [its competitors] had been paying
attention to Federal Express years ago
and had found them working on
centralized dispatch systems for
overnight delivery...they would not have
been so shocked.”
           -- Michael Betts (1989)

       The University of North Texas, ITDS Dept. -- Dr. Vedder   5
Basic CI Questions
for management

• What are the characteristics of our
  industry?

• Who are our competitors?

• What are their current positions re
  important markets, technologies,
  etc.?

      The University of North Texas, ITDS Dept. -- Dr. Vedder   6
Basic CI Questions
for management, 2

• What offensive and defensive moves
  are our competitors likely to make?

• What moves can we make to achieve
  competitive advantage?




       The University of North Texas, ITDS Dept. -- Dr. Vedder   7
Sources and Subjects
of Competitive Intelligence
• Acquisitions                          • Markets

• Competitors                           • Products / Services

• Customers                             • Technologies

• Environment                           • Vendors



       The University of North Texas, ITDS Dept. -- Dr. Vedder   8
Objectives of CI
include

• Benchmarking (“best-in-class”
  practices)
• Competitive advantage
• Education




          The University of North Texas, ITDS Dept. -- Dr. Vedder   9
Objectives of CI
include, 2

• General business planning
• Business process re-engineering
• Emerging IT assessment




       The University of North Texas, ITDS Dept. -- Dr. Vedder   10
General CI Methodology
(M. Porter, 1980)

•   Identify needs
•   Collect data
•   Compile / organize / catalog
•   Analyze
•   Disseminate



         The University of North Texas, ITDS Dept. -- Dr. Vedder   11
Two Major Sources of CI
not a crisp distinction, but helpful

• Published sources -- textual, audio,
  or visual information usually
  accessible from your company’s site
  (ex., via interlibrary loan)
• Field sources -- textual, audio, or
  visual information usually accessible
  only by off-site visit or interview

        The University of North Texas, ITDS Dept. -- Dr. Vedder   12
Published Sources
include

•   Books
•   General business publications
•   Trade / industry publications
•   Technical journals
•   Annual reports



          The University of North Texas, ITDS Dept. -- Dr. Vedder   13
Published Sources
include, 2

•   Speeches
•   Press releases
•   Internal company publications
•   Sales or product literature
•   Government documents



        The University of North Texas, ITDS Dept. -- Dr. Vedder   14
Field Sources
include

•   Customers
•   Vendors
•   Consultants
•   Union sources
•   Security analysts



          The University of North Texas, ITDS Dept. -- Dr. Vedder   15
Field Sources
include, 2

•   Watchdog groups
•   Annual meetings
•   Technical conferences
•   Trade shows
•   On site tours



        The University of North Texas, ITDS Dept. -- Dr. Vedder   16
Organizational Approaches to
Practicing CI
•   No CI activity
•   Ad-hoc CI
•   Ongoing, project-oriented CI
•   Formal CI units




        The University of North Texas, ITDS Dept. -- Dr. Vedder   17
Sample Intelligence Reports
include

• Competitor profiles
• Monthly (weekly, daily) news
  bulletins
• Strategic impact worksheets




          The University of North Texas, ITDS Dept. -- Dr. Vedder   18
Sample Intelligence Reports
include, 2

• Situation analysis
• Intelligence briefings for
  management
• Special reports




       The University of North Texas, ITDS Dept. -- Dr. Vedder   19
Case Study: An Oil Company

• American Petroleum Institute (API)
  Databook
• API Information Systems Information
  Exchange Surveys
• API surveys by other API committees
• Annual stockholder and 10-K reports
  for all firms involved in the study

      The University of North Texas, ITDS Dept. -- Dr. Vedder   20
Case Study: An Oil Company, 2

 • O&G industry conference reports
 • Computer vendor literature
 • Compact Disclosure, Petroleum
   Abstracts, and ABI / Inform
 • Employee site visit reports
 • Personal interviews


       The University of North Texas, ITDS Dept. -- Dr. Vedder   21
Case Study: An Oil Company, 3

 • IT industry surveys: Dataquest,
   Edventure Holdings (Esther Dyson),
   and Gartner Group
 • O&G industry reports on patents and
   copyrights
 • Interviews with company employees
   and product vendors (sometimes in-
   person, sometimes by telephone)

       The University of North Texas, ITDS Dept. -- Dr. Vedder   22
Case Study: An Oil Company, 4

 • Interviews with IT journalists familiar
   with upstream O&G computing
   developments
 • Oil & Gas Journal Databook
 • Professional associations (ex.,
   American Association of Petroleum
   Geologists)

        The University of North Texas, ITDS Dept. -- Dr. Vedder   23
Case Study: An Oil Company, 5

 • Standard & Poor's Industry Surveys
 • US Department of Labor, Bureau of
   Labor Statistics
 • Wall Street Transcript




       The University of North Texas, ITDS Dept. -- Dr. Vedder   24
Society of Competitive Intelligence
Professionals (SCIP)

• Alexandria VA
• Local chapters, international
  conferences
• Competitive Intelligence Magazine
  and Competitive Intelligence Review
• www.scip.org


      The University of North Texas, ITDS Dept. -- Dr. Vedder   25
Sample Commercial
Organizations Specializing in CI

• Fuld & Company (www.fuld.com)
• Kirk Tyson International
  (www.ktyson.com).




      The University of North Texas, ITDS Dept. -- Dr. Vedder   26
Brief Review

• Definition and nature of CI
• Case study
• CI resources




       The University of North Texas, ITDS Dept. -- Dr. Vedder   27
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