Description
It is a selection, collection, interpretation and distribution of publicly-held information that has strategic importance.
CI is the analytical process that transforms disaggregated competitor intelligence into relevant, accurate and usable strategic knowledge about competitors, position, performance, capabilities and intentions
It “is” highly specific and timely information.
The objective of competitor intelligence is not to steal a competitor`s trade secrets or other proprietary property, but rather to gather in a systematic, legal manner a wide range of information that when collated and analyzed provides a fuller understanding of a competitor firm's structure, culture, behavior, capabilities and weaknesses.
Role of IP in competitive Intelligence
gathering and analysis
By Dr Shantanu De
Ranbaxy
Disclaimer: The views & comments expressed in this presentation are solely of the speaker and in no way
reflects or represents the opinion of Ranbaxy on the said subject.
Index
•
What is Competitive Intelligence CI!"
•
Why is CI important"
# Where to start from"
# When to use competitive intelligence" $ Common goals%
•
Why is CI re&uired"
# Porter 'ive 'orce (odel
•
CI versus (ar)et Research
•
Role of IP$ information from patent
•
References * +c)no,ledgements
Competitive Intelligence CI!
-here is a Chinese saying.
•
Know thyself! know thy competition! and "et it ri"ht almost
every time.
•
Know thyself! not know thy competition! and "et it ri"ht
about half the time.
•
#ot know thyself! not know thy competition! and "et it
wron" almost every time.
•
Competitive Intelligence is a process ,hich gives insights
into ,hat might happen in the near future% -his process
involves stages from data to information to intelligence%
Competitive Intelligence CI!
•
Intelligence differs from data and information since it
re&uires some form of analysis% -he purpose of this analysis
is to derive some meaning from the gathered data and
information%
•
-his analysis and filtering of the data * information helps
one to act on it and understand the options/ giving an
opportunity to ma)e ,ay for,ard decisions%
•
When ,e present 0intelligence1 to people/ they can dra, a
conclusion and ma)e an important decision &uic)ly%
•
We need not collect and analy2e all information for an exact
picture/ but get enough information so that ,e can conclude
,hat3s going on%
•
+n outcome of CI is that it puts conclusions and
recommendations upfront%
Competitive Intelligence CI!
•
It is a selection/ collection/ interpretation and distribution of
publicly4held information that has strategic importance%
•
CI is the analytical process that transforms disaggregated
competitor intelligence into relevant/ accurate and usable
strategic )no,ledge about competitors/ position/
performance/ capabilities and intentions
•
It 0is1 highly specific and timely information%
•
-he ob5ective of competitor intelligence is not to steal a
competitor6s trade secrets or other proprietary property/ but
rather to gather in a systematic/ legal manner a ,ide range
of information that ,hen collated and analy2ed provides a
fuller understanding of a competitor firm7s structure/ culture/
behavior/ capabilities and ,ea)nesses%
Competitive Intelligence CI!
•
CI involves some basic forms/ such as mar)et research and
benchmar)ing%
•
Some basic important &uestions dealt here are.
# 8o, is the competitor 9:; able to gro, and capture mar)et share"
# What ne, products ,ill competitor +BC develop and ,hen ,ill they
release these ne, products"
# What are the core competencies of competitor D
It is a selection, collection, interpretation and distribution of publicly-held information that has strategic importance.
CI is the analytical process that transforms disaggregated competitor intelligence into relevant, accurate and usable strategic knowledge about competitors, position, performance, capabilities and intentions
It “is” highly specific and timely information.
The objective of competitor intelligence is not to steal a competitor`s trade secrets or other proprietary property, but rather to gather in a systematic, legal manner a wide range of information that when collated and analyzed provides a fuller understanding of a competitor firm's structure, culture, behavior, capabilities and weaknesses.
Role of IP in competitive Intelligence
gathering and analysis
By Dr Shantanu De
Ranbaxy
Disclaimer: The views & comments expressed in this presentation are solely of the speaker and in no way
reflects or represents the opinion of Ranbaxy on the said subject.
Index
•
What is Competitive Intelligence CI!"
•
Why is CI important"
# Where to start from"
# When to use competitive intelligence" $ Common goals%
•
Why is CI re&uired"
# Porter 'ive 'orce (odel
•
CI versus (ar)et Research
•
Role of IP$ information from patent
•
References * +c)no,ledgements
Competitive Intelligence CI!
-here is a Chinese saying.
•
Know thyself! know thy competition! and "et it ri"ht almost
every time.
•
Know thyself! not know thy competition! and "et it ri"ht
about half the time.
•
#ot know thyself! not know thy competition! and "et it
wron" almost every time.
•
Competitive Intelligence is a process ,hich gives insights
into ,hat might happen in the near future% -his process
involves stages from data to information to intelligence%
Competitive Intelligence CI!
•
Intelligence differs from data and information since it
re&uires some form of analysis% -he purpose of this analysis
is to derive some meaning from the gathered data and
information%
•
-his analysis and filtering of the data * information helps
one to act on it and understand the options/ giving an
opportunity to ma)e ,ay for,ard decisions%
•
When ,e present 0intelligence1 to people/ they can dra, a
conclusion and ma)e an important decision &uic)ly%
•
We need not collect and analy2e all information for an exact
picture/ but get enough information so that ,e can conclude
,hat3s going on%
•
+n outcome of CI is that it puts conclusions and
recommendations upfront%
Competitive Intelligence CI!
•
It is a selection/ collection/ interpretation and distribution of
publicly4held information that has strategic importance%
•
CI is the analytical process that transforms disaggregated
competitor intelligence into relevant/ accurate and usable
strategic )no,ledge about competitors/ position/
performance/ capabilities and intentions
•
It 0is1 highly specific and timely information%
•
-he ob5ective of competitor intelligence is not to steal a
competitor6s trade secrets or other proprietary property/ but
rather to gather in a systematic/ legal manner a ,ide range
of information that ,hen collated and analy2ed provides a
fuller understanding of a competitor firm7s structure/ culture/
behavior/ capabilities and ,ea)nesses%
Competitive Intelligence CI!
•
CI involves some basic forms/ such as mar)et research and
benchmar)ing%
•
Some basic important &uestions dealt here are.
# 8o, is the competitor 9:; able to gro, and capture mar)et share"
# What ne, products ,ill competitor +BC develop and ,hen ,ill they
release these ne, products"
# What are the core competencies of competitor D