An Introduction to Competitive Intelligence Assoc. Prof. Hal P Kirkwood Management Development Series Management & Economics Library Krannert School of Management Purdue University April 20, 2007

What is CI? Competitive Intelligence: A systematic and ethical program for gathering, analyzing, and managing external information that can affect your company's plans, decisions, and operations. Competitive Intelligence: A systematic and ethical program for gathering, analyzing, and managing external information that can affect your company's plans, decisions, and operations.

CI Cycles Ashton and Stacey Business Intelligence Model Ashton and Stacey Business Intelligence Model 4Cs Process 4Cs Process SCIP – CI Process SCIP – CI Process

Dissemination Feedback Design and Setup Information Collection Analysis

Mini Case 1: Expert Opinions Find a SWOT Report for Eli Lilly Find a SWOT Report for Eli Lilly Business Source PremierBusiness Source Premier Find an Investment Analyst Report for Eli Lilly Find an Investment Analyst Report for Eli Lilly Business & Company Resource CenterBusiness & Company Resource Center

State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson

Categories of Competitive Intelligence Market Intelligence Market Intelligence Industry level information onIndustry level information on Trends Trends Government regulations Government regulations Geopolitical issues Geopolitical issues Partner Intelligence Partner Intelligence Monitoring activities ofMonitoring activities of Company’s major suppliers Company’s major suppliers Strategic partners Strategic partners Competitor Intelligence Competitor Intelligence Detailed monitoring & analysis ofDetailed monitoring & analysis of Key competitors Key competitors High-level scans of other competitors High-level scans of other competitors Ongoing identification of new entrants Ongoing identification of new entrants Technical Intelligence Technical Intelligence Monitoring advancements ofMonitoring advancements of Technical developments Technical developments Customer/Prospect Intelligence Customer/Prospect Intelligence Determining & monitoringDetermining & monitoring Key internal influences Key internal influences Budget cycles Budget cycles Key focus areas Key focus areas

Mini Case 2: Industry Analysis Identify an industry overview for the pharmaceutical industry Identify an industry overview for the pharmaceutical industry Net AdvantageNet Advantage Compare Eli Lilly against its industry ratios Compare Eli Lilly against its industry ratios FactivaFactiva

State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson

Uses/Applications of Competitive Intelligence Facilitate Strategic Direction Facilitate Strategic Direction Strategic Alliances Strategic Alliances New Product/Service Development New Product/Service Development Sales Process Sales Process Marketing/Communications /Public Relations Marketing/Communications /Public Relations HR and Recruitment HR and Recruitment Rival Firms Rival Firms Competitor & Market Scenarios Competitor & Market Scenarios Acquisitions/Preventing Acquisition Acquisitions/Preventing Acquisition

Mini Case 3: Legal & Regulatory Documents Review Eli Lilly’s recent patent registrations Review Eli Lilly’s recent patent registrations US Patent & Trademark OfficeUS Patent & Trademark Office Find a license agreement involving Eli Lilly Find a license agreement involving Eli Lilly FindLawFindLaw

Methods & Models used in CI SWOT SWOT Porter’s 5 Forces Model Porter’s 5 Forces Model Value Chain Analysis Value Chain Analysis Four Corners Model Four Corners Model Blindspots Analysis Blindspots Analysis Strategic Group Map Technique Strategic Group Map Technique Executive Management Profiling Executive Management Profiling Financial Ratio Analysis Financial Ratio Analysis Environmental & Event Analysis Environmental & Event Analysis Plus more… Plus more…

State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson

State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson

Mini-Case 4: Financial Filings & Media Sources Identify risks facing new entrants in the pharmaceuticals industry Identify risks facing new entrants in the pharmaceuticals industry EdgarscanEdgarscan S-1 Filings S-1 Filings Find an interview with the President of Eli Lilly Find an interview with the President of Eli Lilly Lexis/NexisLexis/Nexis

State of the Art: Competitive Intelligence. D. Fehringer, B. Hohhof, & T. Johnson

Content Generation Information Aggregation Competitive Intelligence Strategy Business Action Content Generation Information Aggregation Competitive Intelligence Strategy Business Action Competitive Intelligence: The Bridge Between Information and Action Information Aggregation Strategy Business Action Competitive Intelligence Content Generation Magazines Newswires SEC Filings Web Sites Census Market Research Newspapers Vertical Portals News Portals Research Shops Business Intelligence Software News Portals Online Directories Monitoring Tailoring Archiving Competitor Profiling SWOT Analysis Trend Analysis Simulation Forecasting Communications Brand Marketing Position Human Resources Suppliers Mergers/Acquisitions Financial Product Dev. Business Dev. Public Relations Marketing Information ShiftCentral Inc, Introduction to Online Competitive Intelligence

Any Questions? Hal P Kirkwood Jr. Assoc. Director Management & Economics Library Purdue University