1. An Introduction to Competitive Intelligence
Assoc. Prof. Hal P Kirkwood
Leadership & Ethics Series
Management & Economics Library
Krannert School of Management
Purdue University
April 23, 2009

2. 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.

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

7. Design and Setup Information Collection
Design & Manage
Analysis

8. Mini Case 1: Expert Opinions
Find a SWOT Report for Eli Lilly
Business Source Premier
Find an Investment Analyst Report for Eli Lilly
Investext

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

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

11. Mini Case 2: Industry & Partner Analysis
Identify an industry overview for the pharmaceutical industry
Net Advantage
Compare Eli Lilly against its industry ratios
Factiva
Determine Eli Lilly’s suppliers and strategic partners
Capital IQ

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

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

14. Mini Case 3: Legal & Regulatory Documents
Review Eli Lilly’s recent patent registrations
US Patent & Trademark Office
Find drugs currently in the pipeline for Eli Lilly

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

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

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

18. 3 key types of intelligence
‘Recurrent’ Intelligence
Keep a pulse
Not linked to a specific strategic or tactical decision
Reference Intelligence
Frequently requested
Used as foundation for specific strategic or tactical decision
Strategic Intelligence
Covers wide variety of topics
Linked to a specific strategic or tactical decision

19. Mini-Case 4: Financial Filings & Media Sources
Identify risks facing new entrants in the pharmaceuticals industry
10K Wizard (Free site=SEC Edgar:
S-1 Filings
Find an interview with the President of Eli Lilly
Lexis/Nexis

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

21. Competitive Intelligence Competitive Intelligence
Content
Generation
Magazines
Newswires
SEC Filings
Web Sites
Census
Market Research
Newspapers
Internal & External Experts
Business Intelligence
Software
News Portals
Online Directories
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
Monitoring
Tailoring
Archiving
Vertical Portals
News Portals
Research Shops
ShiftCentral Inc,
Introduction to Online Competitive Intelligence
Business Action
Business Action
Strategy
Strategy
Competitive Intelligence
Competitive Intelligence
Information Aggregation
Information Aggregation
Content Generation
Content Generation

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