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Featuring contributions from leading industry executives, this book covers CI strategies across business functions, including marketing and sales, market research and forecasting, product development and teams. It offers a view of CI, from the CEO down to the tactical CI team; and case studies illustrating CI techniques in action.
List of contents
Preface: Corporations Get Smart (S. Miller).
Introduction: Competitive Intelligence--Lessons from the Trenches (J. Prescott).
COMPETITIVE BUSINESS INTELLIGENCE: CORPORATE CASE STUDIES.
Competitive Intelligence at Procter & Gamble (J. Pepper).
Shaping a Corporate Competitive Intelligence Function at IBM (L. Behnke & P. Slayton).
CI and KM Convergence: A Case Study at Shell Services International (B. Breeding).
Competitive Intelligence at Lexis-Nexis (H. Gieskes).
CI at Avnet: A Bottom-Line Impact (J. Hovis).
Competitive Intelligence at Xerox (J. Vezmar).
NutraSweet Faces Competition: The Critical Role of Competitive Intelligence (R. Flynn).
Competitive Intelligence at Motorola (R. Galvin).
Competitive Intelligence in Business Process Engineering: A Study at Digital Equipment Corporation (L. Kennedy).
Understanding the Competition: The CEO's Perspective (M. Downham, et al.).
Developing a World-Class CI Program in Telecoms (S. Marceau & K. Sawka).
Small but Powerful: Six Steps for Conducting Competitive Intelligence Successfully at a Medium-Sized Firm (A. Berger).
Leveraging Information for Action: A Look into the Competitive and Business Intelligence Consortium Benchmarking Study (J. Prescott, et al.).
Organizing the Competitive Intelligence Function: A Benchmarking Study (C. Lackman, et al.).
"TAP-IN" to Strategic and Tactical Intelligence in the Sales and Marketing Functions (C. Miree & J. Prescott).
Key Intelligence Topics: A Process to Identify and Define Intelligence Needs (J. Herring).
COMPETITIVE TECHNICAL INTELLIGENCE.
Scenario Analysis and Early Warning Systems at Daimler-Benz Aerospace (F. Tessun).
CTI at Applied Biosystems: Attracting, Monitoring, and Exploiting Technology-Based Opportunities (T. Budd).
Benchmarking the "External Technology Watching" Process: Chevron's Experience (D. Ransley).
Past, Present, and Future Directions for Technical Intelligence (W. Rosenkrans).
Starting a Competitive Technical Intelligence Function: A Roundtable Discussion (P. Bryant, et al.).
Appendix: CI-Focused Organizations Referred to in This Book.
Index.
About the Editors.
