daniel rouach, professeur à l’escp-eap bd: ciibm1 competitive intelligence at

Daniel ROUACH, Professeur à l’ESCP-EAP

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COMPETITIVE INTELLIGENCE AT

COMPETITIVE INTELLIGENCE AT


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What is C.I.?

It is the art of locating, collecting, processing and storing information to be made available at all levels of the firm with a view to shaping its future, but also protecting its present against competitive threat.

It is legal and respects a code of ethics.

CI is the transfer of knowledge from the environment to the organization with respect of established rules.


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What is C.I.?

CI is a mind set and a set of processes that take information on the company’s competitive environment and transform it into timely, relevant, accurate and actionable knowledge.


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What is C.I.?

A system of linked and interdependent activities :

MarketingIntelligenc

e

MarketingIntelligenc

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StrategicSocietal

Intelligence

StrategicSocietal

Intelligence

CompetitorIntelligenceCompetitorIntelligence

Technical &TechnologyIntelligence

Technical &TechnologyIntelligence


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IBM C.I.

Knowledge is becoming the most vital resource for companies and a major focus lays on including CI as a part of the corporate strategy.

IBM focuses on CI and not on Technical and Technological Intelligence. CI units work in collaboration with the Marketing Intelligence units.

CI, together with the Marketing Intelligence unit, IBM is able to take advantage of both competitors and customers information.


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What is IBM?

IBM is the world's largest computer company. It makes software PCs, mainframe and server systems, notebooks, microprocessors, and peripherals, among its thousands of products. IBM's growing services business, the largest in the world, accounts for about 35% of sales.

Headquarters: New Orchard Rd., Armonk, NY 10504

IBM operates in more than 150 countries.


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C.I. at IBM

CI at IBM is organized from the top – down, from the corporate level which centralizes information coming from the whole network.

There is one person responsible in each of thethree continents and manages the information for the region.

IBM Europe is divided into 5 different regions


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C.I. at IBM

IBM’s main competitive advantage is its CIpowerful network due to the size of thecompany.

IBM trains its emloyees on CI


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C.I. at IBM

CI at IBM Europe was developed in 1993 for two main reasons:

Arrival of strong competitors

Self confidence due to a long leadership


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C.I. at IBM

Objectives

To be ahead of the competitors using their ideas.

To continue developing their technology.

To beat competition on

their market.


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IBM’s Core Competence's

Hardware Software

ServicesIBM Global Financing


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IBM’s competitors

Amdahl BEA Systems Bull Canon Cap Gemini Compaq Computer Associates Computer

Sciences Dell Computer EDS Fujitsu Gateway

Getronics Hewlett-

Packard Hitachi ICL Intel KPMG Lexmark International Microsoft Motorola NEC NTT DATA Novell

Oki Electric Oracle PricewaterhouseCoopers SAP SGI Sapient Siemens Sun Microsystems Taiwan Semiconductor Texas Instruments Toshiba Unisys


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Sources of Information

Database for CI

Monthly memos /news letters

(by subscription)

Conferences Press articles


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IBM: Goal of C.I.

Data,Knowledge,Information

&Intelligence ACTION

IBM’s goal is to analyze and treat the information so that it can be

used to make the right strategic decision at the right time (before the competitors or as an offensive tactic to a

competitors positioning.


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Analysis Process

CAPTUREGathering data and Information

DETECTIONDetecting specific indicators

PERCEPTIONPerceiving the signaling capacity of indicators

INTERPRETATIONDeriving inferences from indicators

ASSESSMENTAssessing implications for thefocal firm, the competitor and the competitive context

daniel rouach, professeur à l’escp-eap bd: ciibm1 competitive intelligence at

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