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Starting a Competitive Intelligence Function is the third volume in the Topics in CI series, published by SCIP’s Competitive Intelligence Foundation. The general topic covers the concept and practice of defining the organization’s internal requirements and setting up the environment for an effective competitive intelligence function. Below are the Table of Contents, Preface, Introduction, Author Biographies, and the first chapter. Table of contents Part One: Building a Competitive Intelligence System Start to Finish Section 1: Intelligence Systems Planning 1 Your Company's New Foray into Competitive Intelligence: Factors for Success. Kenneth Sawka 2 Intelligence: Developing the Business Case. Timothy Powell 3 From Challenger to Champion: Selling Your Idea to the Senior Executive Officer. William West 4 Defining Competitive Intelligence Needs: The Role of Key Intelligence Topics. Jan Herring 5 Starting a Strategic Competitive Intelligence Function. Kirk Tyson 6 Organizational Placement: Deciding Where to Locate the Intelligence Unit(s) Kenneth Sawka 7 Working with Culture: The Key to Success. Magnus Hoppe 8 Ethical Intelligence. Bonnie Hohhof Section 2: Information Collection 9 Working with Information Professionals. Toni Wilson 10 Creating Internal Networks: The Why and How. Marrtha Houx Singer 11 Tapping Into Your People: Building a Global Network. Manisha Singh 12 Building External Networks to Support a Dynamic Operation. Ellen Naylor 13 Conference and Trade Show Intelligence: Jump-start Your New Function. Jonathan Calof Section 3: Intelligence Analysis and Production 14 You've Got the Data. Now What? Mark Chussil 15 How to Use Common Intelligence Analytics. Peter McKenney 16 Effective Reporting of Analysis: Developing a Production Strategy. Joseph Goldberg Section 4: Intelligence Tools and Resources 17 Using Technology to Support Competitive Intelligence Practices. Kelsey Hare 18 Engaging Consultants. Paul Crane 19 Using a Pilot to Develop an Intelligence Function. Avner Barnea 20 Hiring for a Strategic Competitive Intelligence Function. Elizabeth Jeffords 21 The Lone Manager Model: Making it Work. Mark Stevens 22 Continuously Raising the Bar: Training and Development. Paul Kinsinger 23 Outsourcing Competitive Intelligence. John McGonagle, Patrick Bryant, Claudia Clayton, Christine Wunderlin Section 5: Measuring the Impact of Competitive Intelligence 24 We Don't Know What Makes Intelligence Functions Effective. So What Now? Ben Gilad 25 A Roadmap for Ensuring Success. Leonard Fuld, Arjan Singh, Andrew Beurgschens Part Two: Industry Focus 26 Financial Services: An Industry in Upheaval. Dale Fehringer, Melanie Wing 27 Starting an Intelligence Function in the Information Technology Industry. Michael Sperger 28 Managing a Moving Target: Starting a Competitive Intelligence Function in the Professional Services Industry. Zena Applebaum 29 Starting a Competitive Intelligence Function in the Pharmaceutical Industry. Craig McHenry Part Three: Case Studies 30 Building Intelligence Awareness: Creating a Movement One Believer at a Time. Stephen Borengasser 31 Enhancing Effectiveness Via a Federated Structure of Departmental ntelligence Relays. Charles Proian 32 Competitive Intelligence at Kodak: The Early Years. Timothy Kindler 33 CTI in a European-Based, Global Pharmaceutical Company. Martha Matteo 34 Got It Wired: TelKom South Africa's Superb Competitive Intelligence Department. Nancy Potter, Kent Potter, Nico Greyling 35 Challenges, Obstacles, and a Path to Success: A GlobalCorporation Case Study. Jens Thieme Preface Martha Gleason Chair, Competitive Intelligence Foundation You hold in your hands the first publication to comprehensively cover the issues and strategies relevant to Starting a Competitive Intelligence Function. This publication takes us the beginning of the competitive intelligence (CI) process, where we have the first opportunity to define and implement an effective CI function for our organizations. The editors tapped the unique knowledge of over 40 skilled practitioners who took the time and effort to share their hard-won experiences with us. Contained in the 35 chapters are all the aspects of starting a competitive intelligence function, from organizational issues to required resources to internal processes, based on the knowledge gained by those practitioners through their own implementation experiences. This book provides a comprehensive introduction to the necessary elements and implementation strategies for creating an effective competitive intelligence function in your organization. And it includes case studies of the extraordinary efforts made by specific practitioners to increase their companies' competitive advantage by establishing successful competitive intelligence operations. If you are an individual who is new to competitive intelligence and wants to understand its process; an experienced practitioner who is starting a new or reviving an existing CI function; a corporate manager involved in designing, leading, using or overseeing your company's competitive intelligence effort; or an academic who is teaching intelligence, this book is a must-read. On behalf of the Competitive Intelligence Foundation's Board of Directors, I congratulate Kenneth Sawka and Bonnie Hohhof for assembling an impressive array of authors and bringing this publication into existence. It stands as a proud complement to the Foundation's two earlier books, Competitive Intelligence Ethics and Conference and Trade Show Intelligence. Preface (PDF) by Martha Gleason, Competitive Intelligence Foundation chair Introduction by Ken Sawka and Bonnie Hohhof Chapter 1: Your company's new foray into competitive intelligence: factors for success. Ken Sawka. Author Biographies Zena Applebaum Zena Applebaum is a CI professional at Bennett Jones LLP, an internationally recognized Canadian law firm. She uses CI to inform decisions pertaining to the firm's strategic direction and growth of its practices through long term market prospects, including the assessment of competitor strategies, market perceptions, business development, client relationship management and information resources. Avner Barnea Avner Barnea is a former senior member of the Israeli Intelligence Community, and holds M.A. from the Hebrew University of Jerusalem and graduate the Top Executive Program in the Tel Aviv University. He is a strategic consultant in the field of CI and business strategy in Israel and abroad. Avner is a guest lecturer on competitive intelligence at the Hebrew University of Jerusalem Business School and in various business executives training programs. He can be reached at: avnerpro@netvision.net.il Andrew Beurschgens Andrew Beurschgens, with more than a decade of experience as a competitive intelligence practitioner, is responsible for the end-to-end CI process at one of Europe's leading wireless providers, Orange. In his previous role at Fuld & Company he was responsible for delivering actionable research to clients. He can be reached at abeurschgens@yahoo.co.uk. Stephen Borengasser Stephen Borengasser is an analyst at Kimberly-Clark Corporation. His background includes roles in strategy, manufacturing, research, engineering, product development, and competitive intelligence. Stephen holds a BS in chemical engineering from Auburn University and an MBA from Emory University. He lives with his wife Celeste and their two children near Atlanta. Patrick Bryant Pat Bryant, Pharm.D. is Director of the Drug Information Center at the University of Missouri Kansas City, has a training program for post-Pharm.D. candidates in CTI, and consults in the area of competitive technical intelligence (CTI). Pat started one of the first CTI groups in the pharmaceutical industry. He is a SCIP Fellow, past SCIP President, and 2008 SCIP Meritorious Award recipient. Pat can be reached at bryantp@umkc.edu Jonathan Calof Jonathan Calof has been leading trade show intelligence teams around the world and has written extensively on the topic. As an associate professor at the University of ttawa Telfer School of Management, he has been studying and teaching intelligence for more than 15 years. In 2008 Jonathan received Frost and Sullivan's life ime achievement award in competitive intelligence. He can be reached at 01.613.228.0509 or calof@telfer.uottawa.ca. Mark Chussil Mark Chussil is founder and CEO of Advanced Competitive Strategies, Inc., a pioneer in the field of business war gaming, and a veteran of over 100 business war games for Fortune 500 companies around the world. He has spent 30 years developing simulation technolgoies, designing and implementing business war games, advising senior managers, conducting research, and lecturing. Mark is also a founder of Crisis Simulations International, LLC. He designed ACS's award-winning ValueWar business simulator and CSI's patentent-pending DXMA crisis simulator. Mark received his B.A. from Yale and his MBA from Harvard. www.competing.com
Claudia Clayton Claudia Clayton is managing partner of ViewPoint, a strategy and competitive intelligence consulting firm specializing in service industries, including financial services, insurance, loyalty, health care, travel, and others. She is a member of the SCIP Education Committee, helped to found and chair the Central Virginia SCIP chapter, and in 2007 received the SCIP Catalyst Award. Claudia can be reached at Claudia@Viewpointintel.com. Paul Crane Paul Crane has over 10 years experience leading product marketing and strategy efforts at large and small companies alike. Most recently, Paul held leadership positions in First Marblehead's Strategy and Marketing divisions. Paul holds a B.A. in both Economics and Art History from Syracuse University and an M.B.A. from Harvard Business School. Dale Fehringer Dale Fehringer started and managed a CI function for Visa International. Today, he is a freelance writer and editor. He is a regular columnist for Competitive Intelligence Magazine and his articles on people, places, and contemporary culture have appeared in a variety of publications. He can be reached at dalefehringer@hotmail.com. Leonard Fuld Leonard Fuld is president and founder of Fuld & Company, a global competitive intelligence consulting firm. He is author of numerous books and articles, including his most recent book, The Secret Language of Competitive Intelligence (Crown Publshing/Random House, 2006). He can be reached at lfuld@fuld.com . Ben Gilad Ben Gilad, a former associate professor of strategy at Rutgers University in NJ is the founder and President of the war gaming consultancy firm, The Academy of Competitive Intelligence (http://www.giladwargames.com/) and the Co-founder and President of the CI training organization, the Fuld-Gilad-Herring Academy of Competitive Intelligence (http://www.academyci.com/). He lives in Boca Raton, FL next to several CEOs who were alluded to in this chapter. He does not have a yacht. Joseph Goldberg Joe Goldberg is Senior Director, Business Intelligence in Motorola's Corporate Strategy Office. Prior to joining Motorola, he worked for the Central Intelligence Agency. Joe was elected to the SCIP Board of Directors, served as Vice-President and is currently President. Joe chaired the Competitive Intelligence Foundation in 2007 and received SCIP's Fellow's Award in 2006. He received Bachelor of Arts degrees in Political Science and Communications and Theater Arts, and a Master of Arts degree from the University of Iowa. Nico Greyling Nico Greyling is head of the Competitive Intelligence group at TelKom South Africa, where they have built an impressively effective program. Before he came to Telkom SA, he worked with the South African government. Nico resides in Centurion, South Africa. Contact him at uitsigks@mweb.co.za. Kelsey Hare Kelsey Hare is a market intelligence manager in Global Research and Market Intelligence at the Principal Financial Group, where she spearheaded the development and implementation of a second-generation knowledge-sharing application for competitive and environmental information at The Principal. She is a member of the Strategic and Competitive Intelligence Professionals (SCIP), currently serving on its Board of Directors, and co-founder and former coordinator of the Iowa SCIP chapter. Jan P. Herring Jan P. Herring developed and managed Motorola's intelligence program, co-founded the Academy of Competitive Intelligence, and set up the U.S. government's first business intelligence program. A charter member of SCIP Jan has received SCIP's Fellow, Meritorious, and Faye Brill Service Award. He has assisted intelligence professionals set up and manage their own Business Intelligence programs, as well as improve their existing intelligence operations. Jan can be reached at (860) 243-8638 or jpherring@snet.net. Bonnie Hohhof Bonnie Hohhof has over 25 years of competitive intelligence experience, including the Corporate Strategy Offices of both Motorola and Ameritech. A charter member of SCIP, she also served on their Board of Directors, founded and edited the Competitive Intelligence Review, and received the SCIP Meritorious and Fellow awards. She is currently the director of competitive intelligence information and research for SCIP, and the executive editor of Competitive Intelligence Magazine. Bonnie can be reached at bhohhof@scip.org Magnus Hoppe Magnus Hoppe is a Ph.D. Candidate at Åbo Academy, Finland, and lecturer at the Academy of Innovation, Design and Engineering at Mälardalen University College, Sweden. In his research Hoppe aims at identifying new ways of interpreting competitive intelligence and new ways of connecting it to organizational theories about decision-making, power and influence, organizational learning, and knowledge management. He can be reached at magnus.hoppe@telia.com Elizabeth Jeffords Elizabeth Jeffords started the CI organization at Genentech five years ago, where she is currently the Director of Market Planning. She has led the healthcare marketing efforts for a small start up, worked as a strategy consultant at BioMedical Insights, R.B. Webber, and Coopers & Lybrand, and did a stint as a bench scientist. She has a Masters in Business & Technology that she completed as a Fulbright Scholar at the University of New South Wales, Australia, and a BS in Biology & Management from Yale University. Timothy J. Kindler Tim is currently the Director of Corporate Competitive Intelligence at Eastman Kodak Company. He has been doing Competitive Intelligence (CI) professionally for sixteen years. Tim joined Kodak in 1982 and has been an active member of SCIP. He was elected to the board of directors of SCIP for a term running from 2004-2006. Tim served as President in 2005. Paul Kinsinger Paul Kinsinger, professor at the Thunderbird School of Global Management and Managing Consultant of the Thunderbird Learning Consulting Network, has taught CI skills to 2,200 MBA students and several companies. A SCIP member since 1994, he has published in the Thunderbird International Business Review, Thunderbird Magazine, and in Competitive Intelligence Magazine. In 2008, he received a Frost & Sullivan CI Lifetime Achievement Award. Martha R. Matteo, PhD Martha Matteo was a SCIP Board Member 2005-2008, President in 2007, and received the Society's Catalyst Award in 2006. Recently retired after 25 years at Boehringer Ingelheim Pharmaceuticals, Inc, she has been involved with CTI since 1988. Martha has been active in the New York Academy of Sciences, where she is a Fellow of the Academy and served on its Board. Martha has a PhD in biochemistry. She remains active in SCIP and the field of CTI. John J. McGonagle John J. McGonagle is managing partner of The of the Helicon Group, a global CI consulting, research, and training firm. He has presented competitive intelligence workshops, seminars, and training sessions on six continents. In 1998, he received the SCIP Fellows Award and is the 2007 Meritorious Award recipient. John can be contacted at jjm@helicongroup.com. Craig McHenry Craig McHenry began his career in pharmaceuticals with Wyeth in 1991. During his time there, he has contributed in several business functions and has been involved with competitive intelligence since early in his careet. In 1993, Craig played a key role in forming the first Business and Competitive Intelligence function, currently the Competitor Insights group. Craig holds a M.A. in Computer Science Ed. and is a graduate from the Gilead-Herring Academy of Competitive Intelligence. Peter McKenney Peter McKenney is the co-founder and CEO of Cipher Systems. He speaks extensively in the fields of competitive intelligence and knowledge management and personally leads a number of Cipher's public and private sector client engagements. Peter was the first instructor at Johns Hopkins University's Certificate in Competitive Intelligence program. A native of Massachusetts, he received his MBA from the University of Pennsylvania's Wharton School of Business. Peter can be reached at p.mckenney@cipher-sys.com. Kent Potter Kent Potter is a founder of Bennion Group, and leads the company's business development and consulting work. He is also a frequent speaker and writer on the subjects of intelligence, business strategy, and influence. Contact Kent at 801-377-2636 or kent@benniongroup.com. Nancy Potter Nancy Potter is a co-founder of Bennion Group, a company that helps businesses understand, anticipate, and influence other businesses. She is a consultant, speaker, and writer on subjects of influence, persuasion, strategy, and intelligence. Contact her at 801-377-2636 or nancy@benniongroup.com. T.W. Powell T.W. ("Tim") Powell is founder and president of The Knowledge Agency®, a business research, consulting, and training firm. He has served SCIP as a volunteer since 1991, when he founded the New York Chapter and served in many capacities, including Board and committee memberships. Currently he leads the SCIP Council of Fellows. Tim is the author of Analyzing Your Competition and The Knowledge Value Chain® Workbook. Tim holds an MBA from the Yale School of Management. Charles Proian Charles M. Proian is manager of Market Intelligence EMEA for Lexmark International in France. He has worked in business strategy, analysis, and marketing positions since 1979. Charles has a master's degree in urban and regional planning from Queen's University in Kingston, Ontario, Canada. Charles can be reached at charlesmichel.proian@lexmark.fr. Kenneth Sawka Kenneth Sawka is Managing Partner at Outward Insights, a competitive intelligence and strategic planning consulting firm. He has more than 12 years' experience designing, implementing, and managing competitive intelligence functions for Fortune 500 clients. Prior to joining Outward Insights, Ken directed pricing and competitive assessment for Deloitte, and served as a U.S. government intelligence analyst. He is a former member of SCIP's Board of Directors, and can be reached at ksawka@outwardinsights.com. Arjan Singh Arjan Singh is a Vice President at Fuld & Company, heading the firm's consulting practice. He has worked with numerous Fortune 500 companies to help them build world-class CI departments. He can be reached at asingh@fuld.com . Martha Houx Singer Martha Houx Singer is a competitive/marketplace consultant and freelance writer after retiring from Automobile Club of Southern California as associate research manager, competitive analysis, where she started the competitive analysis function. Singer was a competitive analyst at the Los Angeles Times before joining the AAA affiliate. Earlier marketing management jobs for Caterpillar dealerships and a consultant also included marketplace analysis. Manisha Singh Manisha Singh has built a global competitive intelligence function from scratch at a Fortune 500 company based in the US. Both her engineering background and her experience in business consulting have shaped her views on how to build successful global, cross-functional teams. Michael Sperger Michael Sperger is a Director of Market Intelligence at SAP AG, a worldwide leader in application software for businesses. Michael has served as a member of the SCIP Board of Directors and chaired the SCIP 2007 Annual International Conference. He holds a BA in Professional Writing from Carnegie Mellon University, and an MSE in Management of Technology from the University of Pennsylvania. Mark Stevens Mark Stevens is the Global Marketing Manager for a leading company in the field of process chemical specialties. He has over 15 years of experience in competitive intelligence focused on product benchmarking, market research, market analysis and strategy development in international organizations. Mark has an MBA in Marketing and is a graduate of the Academy of Competitive Intelligence. Jens Thieme Jens Thieme is currently Global Head of Market & Competitive Intelligence with Ciba in Basel, Switzerland for almost 20 years both in Europe and the U.S. As the founder of MarkIntell.com and an active member of and contributor to SCIP as well as board member of the Swiss Competitive Intelligence Association, Jens maintains a strong international collaboration with competitive intelligence professionals from a wide range of industries around the globe. Kirk Tyson Kirk Tyson, Perpetual Strategist, has been providing clients with research services for over 25 years. His client list includes over 75 of the Fortune 100 companies. Kirk is a founding and lifetime member of SCIP and a recipient of SCIP's Catalyst, Fellow, and Meritorious awards. He has authored seven books on strategy, competition and competitive intelligence, including the best selling "Complete Guide to Competitive Intelligence." He can be reached at Kirk.Tyson@PerpetualStrategist.com. William West William J. West has been a Marketing Director in the healthcare field for over twenty years. He began his career in advertising sales and was a partner in an advertising agency specializing in retail and entertainment accounts. He is currently the VP of Sales for a medical malpractice carrier in Los Angeles. Toni Wilson Toni Wilson is founding partner and principal consultant at MarketSmart Research Services. Prior to establishing the company in 2000, she was an intelligence practitioner at LexisNexis, a leading information services company, for 15 years, where she developed unparalleled expertise regarding the information industry and related services. Toni can be reached at twilson@marketsmartresearch.com. Melanie Wing Melanie Wing is Director of Category Insights at Whirlpool Corporation. She spent over seven years leading competitive intelligence at JPMorgan Chase and Co. and also conducted CI in the utility industry. Melanie is a past SCIP board member and served as president from 2003 - 2004. She can be reached at Melanie.wing@whirlpool.com. Christine Wunderlin Christine Wunderlin is managing partner at Kevin Wunderlin LLC, a training and licensing company for building contractors. She is a member of the Body of Knowledge Committee, and served two years on the membership committee. Christine served three years as the VP of Chapters on SCIP's Board of Directors.She received the SCIP Catalyst Award in 2005. Christine can be reached at christine096@yahoo.com
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