Index

A Benchmarks, 2 ABB Group, 26 Bensoussan, Babette-E., 165 Actionable intelligence, 9, 10, 138, 153, 158 Best-case analysis, 36 Advertising BI. See Intelligence agencies, as source of data, 88, 92, 94, 122 Biases. See also Blind spots and Blinders, data as source of data, 47, 70, 113 56–57, 103, 130–131 Alliances, reliance on by competitors, 22, 79 Bing, 56, 98 American Association, 164 Blank screen process, 43, 47–49 Analysis, 1 Blind spots, 24, 93 amassing data, 139 Blinders. See Intectual blinders assimilation of data, 140 Blog, 2 corroboration of conclusion, 140 as source of data, 100, 123 enlightenment stage, 149 Books incubation stage, 140 as a source of data, 88, 117 overview of, 139–142 Boston Consulting Group matrix, 1, 2, 152 Analyst, security. See Security analyst Building code, 32, 171 Analyzing CI data, 141–142 Business conference, as source of data, 88, organizing research results, 142–143 102, 120, 124 Anomalies. See Data, anomalies in, 173 Business services, as source of AP, 173 data, 113 Archiving, 99 , vi, 2, 9, 17–18 Arizona Dude Ranch association, 32 Arranging data, 57, 150 Association for , 164 C Association of Independent Information Cached, 2, 99 Professionals, 164 Call center, getting help from, 137 Capital intensity, degree of, 82 Career, advancing your, 163–164 B Case studies, as source of data, 88, 91, 112 Baldrige Performance Excellence Program, 1, Cassandra Complex, 36 21 Catalogs. See Competitor, catalogs of Barriers to Entry. See also Entry, barriers to, 1 Chambers of commerce, as source of data, 11, Barriers to Exit. See also Exit, barriers to, 1 89, 90, 110 Battelle Pacific Northwest Laboratories, 27 Chat groups, Internet. See Internet, chat groups BCG matrix, 1, 152 Checklist, sample, 45–47 Benchmarking, 1, 152 using, 44–45 CI’s use in, 25, 28 CI and Terrorism, 167–173

J. J. McGonagle and C. M. Vella, Proactive Intelligence, 175 DOI: 10.1007/978-1-4471-2742-0, Ó Springer-Verlag London 2012 176 Index

C (cont.) dealing with former employees CI Cycle, 2, 10, 12 of, 107–108 CI, 2 direct contact with as source of data, 119 education, additional, 164–165 former employees of as source of data, ethical issues in, 162–165, 168 107–108 getting the right kind, 41–43 news releases as source of data, 115 legal issues in, 51, 62–65 websites of as source of data, 115 measuring the impact of, vi, 11, 13, 43 Concentration, degree of among competitors, suggested books on 78–79 training, 164–165 Conclusions, drawing, 140, 143, 148, 149 CI. See also separating from data, 56, 142 CI data, analyzing. See Analyzing CI data Consumer Insights, 3 CI needs, establishing, 2, 10, 11, 12, 44–49 getting help from, 137 CI research, guidelines, 43 Conventional wisdom, 37, 131, 163 planning, 53–61 Cooperation, level of among competitors, tiering. See Tiering CI research 77–78 what do you need first, 54 Corporate security, 3 CI toolbox, 35, 151–157 CI’s use in, 31, 108, 167 CI tools, most commonly used, 152–153 . See Defending against CI. CI unit Crisis management planning, CI’s use in, getting help from, 127 27–28 in-house, 127 Crisis Management Program. See also CMP, 2, 3 CI vendors CTI. See also Competitive Technical dealing with, 128 Intelligence, 3 Cisco Systems, 99 Customer service, 36, 46 Clark Robert M., 165 Customer, becoming a better one for Clauser, Jerome, 165 intelligence or data, 33, 129–133 Closing the Loop, 2, 8, 59, 68, 149 as source of data, 118 CMP, 2, 27 in CI, 3 Colgate, 23 number of, 83–84 Commodity markets, 84, 85 Competition you face, centrality of management, 76–77 D degree of concentration, 78–79 Data gathering, limitations, 49–51 level of cooperation, 77–78 Supplemental, 60 level of knowledge intensity, 79 , 3, 5, 18 reliance on alliances, 79–80 Data sources Competition, nature of, 84–85 accuracy of, 110–117 Competitive benchmarking, 2, 7, 25, 28 channels of collection, table, 85–86 Competitive environment, 71–73 precision and reliability of, 145–146 barriers to entry, 1, 72 scoring to find, 86 barriers to exit, 1, 72–73 Data warehousing, 3, 5 level of company , 71 Data, 4 Competitive Intelligence. See also CI. accumulators of, 69 definitions of, 2, 9–16 anomalies in, 1, 147–148, 150 other names for, 9 collectors of, 68–69 Competitive scenario, 2–3 consistency of, 142, 146 Competitive , 3, 9 displacements in, 4, 146 Competitor analysis, 3, 44, 154–157 government & non-profit sources of Competitor array, 3, 154, 156 how much do you need, 57–59 Competitor intelligence, 9, 14–15 identification of patterns in, 146 Competitor, catalogs of as source of data, 88, identification of sources for through 91, 116–117, 125 scoring, 70–89 Index 177

identifying best sources of, 67–94 The Helicon Group, 65 internal resources for, 127 personal, 62–65 media sources of, 92–93 your firm’s, 62 omission in, 146–147 Ethical issues in CI, 62–65 others with interest in, 69–70 Exit, barriers to, 7, 72–73, 81 potential resources for, 67, 69 Experts, industry. See Industry experts private sector sources of, 91–92 External CI suppliers. See CI vendors producers of, 68 External constraints on data gathering, 51 public, meaning of, 9–10 relevance of, 148 separating from conclusions, 56, 142 F starting with sources of, 89–93 Facebook, 30, 98, 100 transfers of, 69 Facility tour, as source of data, 88, 121 users of, 69 Fahey, Liam, 165 visualization of location, 67–70 False confirmation, 4, 92, 144, 145, 146 visualized as a commodity, 68–70 Fleisher, Craig S., 175 Decision-maker. See also end user, vi, 3, 9, 11 FOIA. See also Freedom of Information Act, 4 Dedijer, Professor Stevan, 64–65 Fraud, 5, 168 Defending against CI, 166–167 Freedom of Information Act. See also FOIA, Denial of rationality, 36 4, 5, 89, 101 Desk research, 7 Fuld, Leonard M, 165 Direct substitutes of products/services of Fuld-Gilad-Herring Academy of Competitive competitors, 73–74 Intelligence, 164 Directories, as source of data, 88, 92, 93, 116, Fundamental disconnect, v, 12 169, 189 Disaggregation, 4, 69, 142 Disinformation, 4, 97, 115, 139, 141, 143, 168 G Displacement, 4, 146–147 Gaming. See also War Gaming, 5, 7, 8, 24, 25, Distribution channel, 4, 46, 61, 128 153, 156 Distributors, as source of data, 88, 92, 102, 121 Gilad, Ben, 157, 165 Divestitures, CI’s use in, 26–27 Goldman, Jan, 165 Dodd–Frank Wall Street Reform and Google, 10, 30, 56, 98, 99, 100, 166, 171, 173 Consumer Protection Act, 169 Google Earth, 172–173 Duncan, Rob, 165 Government files, as source of data, 111 Government records, as source of data, 111 Government reports, as source of data, 111 E Government sources of data, 89 Early warning, vi, 11, 17, 26, 41, 42, 126 Economic Act of 1996. See also EEA H Education, continuing, 164–165 Help, sources of, 125–137 EEA. See also Economic Espionage Act of Hidden content, Internet, 98 1996, 4 Historic Data, 5, 91 Elicitation, 4, 102, 107, 120, 128, 132, 135, Home Page, 5, 88, 91, 114, 141, 167 136 HR. See also Human resources, 5 Employees, your own, as source of data, 118 Human intelligence, 97 End users. See also Customer, 3, 4 Human resources, CI’s use in, 25 Entry, barriers to, 1, 4, 45, 72, 81 Environmental scanning, v–vi, 4, 17, 57 EPA. See US Environmental Protection I Administration Industry conference. See also business Espionage, 4, 62 conference, 120 Ethical codes, Strategic & Competitive Intel- Industry experts, as source of data, 88, 92, 101, ligence Professionals, 65 105, 118 178 Index

I (cont.) M Inferences, drawing, 114, 148–149, 150 M&A. See also Mergers and Information, 5 Acquisitions, 6 Information center, getting help from, 136 Macro-level data, v, 6, 44 Innovation, level of among competitors, Magazines, local as source of data, 114–115 72–73, 82–83 Management, centrality of, 77–78 Insights, consumer. See Consumer insights. intelligence, 6, 15–16 Institute for Competitive Intelligence, 164 Market, commodity, 84 Intellectual blinders, 36–39 geographic scope of, 84 Intellectual property protection, CI’s use in, highly concentrated, 79 29–31, 167 moderately concentrated, 79 Intellectual rigor, 58 slightly concentrated, 79 Intelligence, 5 , 19 Internal Revenue Code, 33 getting help from, 129, 135 Internet Archive Wayback Machine, 99 Marketing, CI’s use in, 21 Internet, as source of data, 98–101, 122 getting help from, 135 chat groups as source of data, 123 Marketplace dynamics, 84–85 hidden content, 98 geographic scope of market, 84 tips and rules, 98–101 nature of competition, 84–85 Interviewing, telephone, 103–107 number of customers, 83–84 Interviews, as source of data, 122 Marketspace, 6, 23 locating potential interviewees, 98, 100 McKinsey & Co., 12, 23 telephone Media sources of data, 92–93 IP, 5 Medice, Mark, 31 ISP, 5 Mergers and Acquisitions, CI’s use in, 26–27 IT, 5 Meyer, Herb, vi Micro-level data, v, 6, 44 Miller, Jerry P, 165 J Mintz, Anne P, 165 Japanese R & D, 27 Mirror-Imaging, 6, 36 Job listings, as source of data, 114 Money, as a constraint on data gathering, 50

K N Kahaner, Larry, 99, 165 Need to know, 25, 41–50, 112, 129 KM. See Knowledge management Network, establishing and using, 60–62, 160 KMS. See also Knowledge News, general publications as source of data, management, 5, 18 88, 117 Knowledge intensity, level Newspapers, local as source of data, 114–115 of competitors, 79 NGO, 6, 90, 93 Knowledge management, 2, 5, 18 Nice to know, 44 Niche, 6, 37, 45, 65, 81, 82, 83, 84, 85, 120 Nielsen Company, 6 L Nielsen. See Nielsen Company Law firms, 33 Nolan, John, 165 Legal issues in CI, 62–65 Non-profit sources of data, 89 Level of technology of production and NutraSweet, 13 , 81–82 Lexis-Nexis, 22 Life cycle, 5, 76 O Likelihood of getting data, 50 Open record laws. See also FOIA, 111–112, Linkage, 6, 55, 153 161, 168–171 LinkedIn, 30, 98, 100, 101 Open Source Intelligence, 6, 151 Index 179

Outlines, using in organizing research results, Q 48, 142, 150, 159 Qualitative, 7, 15, 18, 120, 135 Outside CI vendors. See CI vendors Quantitative, 7, 15, 18, 19, 135 , 15, 17, 19

P Parking bureau, 32 R Patent mapping, 6, 35, 152 R&D. See also Researchand development, 7, Paying attention, 130, 141 27, 47, 68, 135 Pergo, 25 Reverse Engineering, 9, 28–29, 120, 152 Perspective, in analysis, 73, 131, 149–151 Radio, as source of data, 88, 122 Physicians, 32–33, 35 Rational-Actor Hypothesis, 36 Pollyanna Complex, 37 Raw data, analyzing, 10, 12 Porter, Professor Michael, v, 152 collecting, 10, 12, 50, 53–60, 67–70 Preconceptions, dealing with, 36, 37, 48, 59, evaluating, 10, 12 148, 150 See also Data Presumption of unitary action by Reagan, President Ronald, 147 , 36 Reference aids, as source of data, 88, 116 Presumption that support for one hypothesis Regulation FD, 171 disconfirms others, 36 Regulation of product/service, level of, 74–75 Price water house Coopers, 13 Regulation, level of company, 71 Primary research, 6, 55, 97, 118–124 Reports, government. See Government reports Private sector sources of data, 91–92 Reports, security analyst’s. See Security Proactive CI, 11, 25, 41, 44 Analyst, reports of Product Development and Management , CI’s use in, 27 Association, 164 getting help from, 135-136 Product development, CI’s use in, 15, 21–23, Research centers, 113 156 Research, finishing, 59 Production and supply chain-issues, 29, 46, 79, managing, 53–64 80 planning for future, 60, 93 degree of capital intensity, 80 redefining your problem supplemental data level of innovation, 82 gathering, 60 level of technology, 80 Research-oriented teams, getting help from relative number of suppliers, 81–82 in-house, 127, 135 Products/services produced by competitors, Retailers, as source of data, 121 46, 47, 73–76 Reverse engineering, CI’s use in, 7, 28–29 level of regulation of product/service, Richard Goodman Award, 23 74–75 life cycle of product/service, 76 number of direct substitutes, 73–74 S time to market, 75 Sales force, 10, 16, 18, 96, 118 Professional meeting, as source of data, 88, Sales, CI’s use in getting help from, 24, 108, 121 134 Professional office, CI’s use in, 32–33 SBU, 7, 8, 15, 156 Professional Pricing Society, 164 Scenario Playing. See also Gaming Public domain, 6, 42, 60, 67, 71 CI’s use in, 6, 7, 25, 26 Purchases of products/services, as source of SCIP. See Society of Competitive data, 88, 120 Intelligence Professionals and Stra- Services. See Products/services tegic & Competitive Intelligence Pushback, 6 Professionals demanding, 133 SEC. See US Securities and Exchange working with, 133 Commission 180 Index

S (cont.) Time constraints Secondary research, 7, 59, 97–101, 109–24 Analysis, 157 Security analyst, as source of data, 119 data gathering, 49–129 reports of, as source of data, 112 telephone interviewing, 105 Self-imposed constraint on data gathering, 51 Time horizon Services, business information. See Business competitor intelligence’s, 15 information services market intelligence’s, 16 Shadow Benchmarking, 2, 7 strategic intelligence’s, 14 Small business, CI’s use in, 31–33 technical intelligence’s, 17 Society for Insurance Research, 164 Time to market, 8, 41, 75 Society of Competitive Intelligence Profes- Time, as a constraint on data gathering sionals, 7, 164 in analysis, 49 Sources, data. See Data sources in data gathering, 157 Special Libraries Association, 164 Trade associations, as source of data, 88, 90, Speeches, as source of data, 90, 122 91, 110–111 Strategic & Competitive Intelligence Trade journals, as source of data, 30, 88, 110 Professionals, 7, 164 Trade secret laws, 4, 8, 29–31 Strategic intelligence, 7, 13–14 Protection, 8, 167 Strategic Planning, CI’s use in, 15, 23–44 Trade show, 38, 50, 64 Strategy, CI’s use in, v, 23 as source of data, 88, 102, 120 Strength-Weakness-Opportunity-Threat TV, as source of data, 88, 122 analysis. See SWOT Twain, Mark, 151 Substitute product/service, 14 Suppliers, 7, 88 as source of data, 24, 92, 119–120, 125 U relative number of, 81–22 Uniform Trade Secrets Act, 8, 29 Supply chain, 7, 29, 46, 80–83 US Department of Homeland Security, 171 , 7 US Environmental Protection Administration, SWOT, 7, 35, 151–152, 153–155 166, 169 SymphonyIRI Group, Inc., 8 US International Trade Commission, 144 SymphonyIRI. See SymphonyIRI Group, Inc. US Patent and Trademark Office, 8, 22 US Securities and Exchange Commission, 7, 94, 166, 169, 175 T USITC. See US International Trade Tail chasing. See also Closing the loop, 2, 8, Commission 59 USPTO. See US Patent and Trademark Target, 8 Office Tax preparation, 32–33 US SEC 7. See also US Securities and Technical Intelligence, 8, 16 Exchange Commission Technical meeting, as source of data, 88, 121 UTSA. See Uniform Trade Secrets Act Technical publications, as source of data, 88, 116 Technology-oriented intelligence, vi V Telephone interviews, 63, 103–107, 166 Visualization of location of data, 67–70 keep moving, 106 planning an approach, 105 preparation, 103–104 W right attitude in, 106–107 Walle, Alf H. III, 165 sensitive interviews, 105 Want ads, as source of data, 114 strategies, 104 Want to know, 25, 41, 129–30, 136 time constraints, 165 War games. See also Gaming, 8, 44, 156–157 Tiering CI research, 55 Waters, T.J., 165 Index 181

Webinars, 122, 164 Wishful thinking, 37 Websites, competitor’s. See Competitor, World Intellectual Property , 8 websites of Worst-Case Analysis, 36 Westlaw Next, 101 WIPO. See World Intellectual Property Organization Z Wisdom, conventional. See Conventional Zoning, 32, 54, 98, 166, 171 wisdom. See also Blindspots, Blinders, Biases