Bottom Line Competitive Intelligence

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John J. McGonagle, Carolyn M. Vella

Book Code: Q505

ISBN: 1-56720-505-4

ISBN-13: 978-1-56720-505-3

DOI:

272 pages, figures, tables

Quorum Books

Publication: 9/30/2002

List Price: $88.95 (UK Sterling Price: £49.95)

Availability: In Stock

Media Type: Hardcover

Trim Size: 6 1/8 x 9 1/4

Subjects:

Business » Management
Business » Marketing, Advertising, Sales

Reviews:

Here are the essential tools for selecting the right kind of competitive intelligence and assesing its contribution to a company's financial performance.
—Business Horizons September-October 2003
...This book provides the tools and techniques to better understand what type of CI to use, and then shows where and how that CI can contribute to the bottom line....This is a highly insightful book and excellent reading for the more experienced CI professional. I highly recommend it to not only CI professionals, but also planning executives and product, brand, and category managers--in fact, anyone who is serious about developing a CI process that will keep their company one step ahead of the competition.
—Competitive Intelligence Magazine November-December 2002

Description: Almost two decades after it emerged as an essential business tool, competitive intelligence is still finding its way. Despite its recognized importance, companies struggle to acquire the kind of intelligence they need and measure its effectiveness and value. This book provides essential tools for selecting the right kind of CI and assessing its contributions to a company's financial performance. The authors identify three fundamental, intertwined mistakes a company can make, showing how to evaluate them and repair the damage they may have done. McGonagle and Vella dissect the current state of CI, survey its evolution into five distinct yet overlapping types, develop a framework for determining which types fit special needs, and evaluate means of communicating CI up and down the line. They discuss the most common raw data source categories--the bases of support for all CI analyses--and the workings of metrics in general. CI professionals and related end users are provided with a process they can employ immediately, right out of the box, which will not only help them select the right metric but will prove invaluable as they seek to evaluate the future metrics that are sure to come.

Table of Contents:

Overview
Introduction
Does CI Impact the Bottom Line?
Two Significant Categories of Competitive Intelligence
Active Competitive Intelligence
Active CI: The Four Divisions
Which Type(s) of Active Competitive Intelligence Should You Be Using?
Where Should You Look for Raw Data for Active Competitive Intelligence?
How and When Should You Deliver Active Intelligence Results?
Untangling the Problems of Metrics in CI
Choosing the Right Measurement(s) for the Active CI You Are Using
Defensive CI
Is Your Firm in a Competitive Environment That Demands a Defensive CI Program?
What Kinds of Intelligence Efforts Should Your Competitors Be Mounting Against You?
What Sources of Data on Your Company Should You First Include in Your Defensive Program?
Choosing the Right Measurements for the Defensive CI Program You Are Managing
Bibliography
Glossary
Index

LC Card Number: 2002017766

LCC Class: HD38

Dewey Class: 658


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