J.V. © D. ROUACH, ESCP-EAP. Information Unevaluated material (raw data) of every description that may be used for intelligence Intelligence The product resulting from the collection, processing, integration, evaluation and interpretation of available information concerning competitors, business targets, customers, foreign countries or areas STRATEGY IS FRUSTRATED BY A LACK OF INTELLIGENCE Source: A. YOUNGBLOOD IntelligenceInformationData Competitive Intelligence Definitions: Information and Intelligence

J.V. © D. ROUACH, ESCP-EAP. Learning curve Cost Units Emergence Growth Maturity Decline Product life cycle Demand Time Growth Share Matrix Industry growth Relative Share Business Attractiveness Business Strength Industry Attractiveness Source: A. YOUNGBLOOD Robust dynamic strategies require competitive intelligence

J.V. © D. ROUACH, ESCP-EAP. Source: A. YOUNGBLOOD Competitive intelligence pitfalls Vacuum cleaner Watered down findings Cloudy expressions of analysts certainty Too much analysis

J.V. © D. ROUACH, ESCP-EAP. Avoiding confusion and paralysis Decisionmakers do not want to be overwhelmed. They want to be informed. Source: A. YOUNGBLOOD Competitive Intelligence Challenge

J.V. © D. ROUACH, ESCP-EAP. Involve decisionmakers Focus on a few Key Intelligence Topics (KIT’s) Focus output on key decisionmakers and issues Integrate analysis and collection Develop human intelligence network Deliver concise and clear message Establish legal and ethical guidelines early Source: A. YOUNGBLOOD Competitive Intelligence Lessons learned: DO’s

J.V. © D. ROUACH, ESCP-EAP. Competitive Intelligence Professional Competencies Source: A. YOUNGBLOOD Creativity Persistence Written and oral communication skills Analytical ability Understanding of scientific methodology Independent learning skills Business savvy 1 - TRAITS

J.V. © D. ROUACH, ESCP-EAP. Competitive Intelligence Professional Competencies Source: A. YOUNGBLOOD Knowledge of corporate power structures and decision making processes Industry knowledge Enhancement of: primary research skills, business savvy, journalistic interviewing, and observational skills 2 - PROFESSIONAL EXPERIENCE Creativity Persistence Written and oral communication skills Analytical ability Understanding of scientific methodology Independent learning skills Business savvy 1 - TRAITS

J.V. © D. ROUACH, ESCP-EAP. Competitive Intelligence Professional Competencies Source: A. YOUNGBLOOD Knowledge of corporate power structures and decision making processes Industry knowledge Enhancement of: primary research skills, business savvy, journalistic interviewing, and observational skills 2 - PROFESSIONAL EXPERIENCE Creativity Persistence Written and oral communication skills Analytical ability Understanding of scientific methodology Independent learning skills Business savvy 1 - TRAITS Strategic thinking Business terminology Market research and presentation skills Knowledge of primary information sources and research methods Enhancement of: journalistic interviewing and communication skills, analytical ability, and familiarity with scientific methodology 3 - TEACHABLE SKILLS

J.V. © D. ROUACH, ESCP-EAP. Source: A. YOUNGBLOOD Competitive Intelligence Professional Competencies Knowledge of corporate power structures and decision making processes Industry knowledge Enhancement of: primary research skills, business savvy, journalistic interviewing, and observational skills 2 - PROFESSIONAL EXPERIENCE Creativity Persistence Written and oral communication skills Analytical ability Understanding of scientific methodology Independent learning skills Business savvy 1 - TRAITS Strategic thinking Business terminology Market research and presentation skills Knowledge of primary information sources and research methods Enhancement of: journalistic interviewing and communication skills, analytical ability, and familiarity with scientific methodology 3 - TEACHABLE SKILLS Creativity Persistence Strategic thinking and business terminology Enhancement of: communication skills and research skills 4 - MENTORING

J.V. © D. ROUACH, ESCP-EAP. « Nice to know » output Intelligence unit without a network Trying to provide service to all Large central databases Transitory bursts of interest Analysing outdated information Over reliance on financial analysis Providing data vs. intelligence Source: A. YOUNGBLOOD Competitive Intelligence Lessons learned: What does not work

J.V. © D. ROUACH, ESCP-EAP. « Knowing is not enough; Willing is not enough; Goethe Source: A. YOUNGBLOOD Competitive Intelligence Turning information into action We must apply. We must do »

J.V. © D. ROUACH, ESCP-EAP. To pursue one’s duties with zeal and diligence while maintaining the highest degree of professionalism and avoiding all unethical practices. To faithfully adhere to and abide by our company’s policies, objectives and guidelines. To comply with all applicable laws. To accurately disclose all relevant information, including one’s identity and organization, prior to all interviews. To fully respect all requests for confidentiality of information. To promote and encourage full compliance with these ethical standards within our company and with third party contractors. Society of Competitive Intelligence Professionals Code of Ethics Source: A. YOUNGBLOOD

J.V. © D. ROUACH, ESCP-EAP. Events Patterns and trends Structure Mental models Quarterly market report Comparative industry analysis Quarterly annual report Energy industry dynamicsLatin America & Caribbean Market dynamics China – Best practice approaches Emerging NOCs Industry shapers International majors Regional majors Competitive Intelligence The Iceberg Metaphor