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Competitive Intelligence From theory to practice

Henri DouDirector of ATELIS ESCEM, Professor Emerit (PaulCézanne) 

Research Professor Peking University

douhenri@yahoo.frhttp://www.ciworldwide.orgp // g

Hunan – France meetingParis May 19th 2009

Mental models have strong links with your environment, your education and your culture. These models are your key to interpret the information and the world.When you are prisoner of a mental model you may ignore fundamental issues and may becomes blind.

Mental models

Platoo, in « The Republic » the cave’s allegory 428-347 BC

Thinking out of the box

Competitive Intelligence: a question of information and mental models

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From Stevan Dedidjer , one of the pioneers of the introduction of Intelligence into the organizations

Three main questionsWhere are we ?Where do we want to go ?How to go there ?

Let us now make a tour in various countriesto see how Competitive Intelligence is

developed and used

The mechanism of Innovation

From the work of the InterregIII EC program.

Link to the the work of:The Holland school (TripleHelix)Michael Porter (clusters)The competitive advantage ofNations

In many countries such as the latin countries, people take for granted that the first stepis the only one, and they do not go any further. (Research)The Innovation, which is the transformation of research competences to money isat least also important than the first one.

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HOW to Progress

Examples from South KoreaBrazilChinaThaïlandGroupe SEB (French Household appliances)Patent mapping (Matheo-Patent)pp g ( )

South Korea

Extract from a presentationmade in Morocco by a South Koreandelegation.

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Incremental innovation or creative imitation

Potential barrier

Energy

B

Energy

Energy

Technological evolution goesstep by step to decrease the

ATime

step by step to decrease the energy to go from A to Band to create the competences

South Korea

Very soon in its development, South Korea understood that its development will be linked to the strong interaction of

Education Research and IndustriesEducation, Research and Industries.

To develop their industries and to reach their actual state of development theSouth Korea created the knowledge industrial basis necessary by developingResearch and Education, by increasing the partnership between Industries andUniversities and by creating from the government initiatives the necessaryIncentive. These conditions enable the South Korea to benefit widely of the FDI (Foreing Direct Investments).( g )

This is certainly with Japan the country which develop a national integration of Governmental Institution, Education, Research, Industry to fulfill its objectives.

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The Magic Triangle

Immaterial CapitalIntellectual asset

Hard TechnologiesEducation, Knowledge

The Magic Triangle if well understoodmay be the concept on which developingcountries or « new national states » couldfind the source of a sustainabledevelopment.

The magic Triangle. How to develop and apply Competitive Intelligence in Developping CountriesHenri Dou, Jean-Marie Dou Jr, Sri Damayanty ManullangIle Rousse, Journées sur l'Information Elaborée, Juin 2005Publish in http://isdm.univ-tln.fr/PDF/isdm22_dou.pdf

Passer de la représentation du présent à la vision prospective du futur - " Technology Foresight "Henri Dou, Jin ZhouyingHumanisme et Entreprise, December 2002

Energy, transports, mechanic,Space, cdhemistry, biology, mining

Soft Technologies

Continuing educationPublic-private collaborationResearch

Competitive IntelligenceSoft Technologies: Information access andManagement, CRM, Marketing,Advertisement, Project ManagementData analysis, Datamining, BenchmarkingStandards, Quality Management (TQM), Patents Sustainable development, …

INNOVATION

CTI

New P&P partnership

The main Korean Clusters today CMA-CGM ordered 8 super-container ships to South KoreaSamsung, Hyundai are now well know worldwide

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BrazilCompetitive Intelligenceand Technology Watch were introduced more than 15 years ago by an intiativeof the INT (Instituto Nacionalde Tecnologia) and the CRRM(France) with a course lato sensus and the DEA CompetitiveIntelligence and TechnologyWatch (Universty Aix-Marseille)(Gild M i H i D d(Gilda Massari, Henri Dou and Luc Quoniam)

I spite of various administrave problems with the Brazilian Ministry of Education , and with no help from the French National Institutions, we succeeded through the inquiry made by the Brazilian Minister. This was followed by the appointment of Professor Luc Quoniam as Director of the Cendotec, for a period of 4 years. Results of the inquiry available :http://www.ciworldwide.org

BrazilDevelopment of Competitive Intelligence in various industries and Institutions.(INT, Embrapa, Embraer, Petrobras, Senai ….)

Development of consulting activities

Creation of the Competitive Intelligence Society of Brazil (ABRAIC)

Development of various tools on a national base (database of science Competencies for instance (LATTES: 600.000 cv available on Internet)

Distance learning for poor people: A Voz do MestreDistance learning for poor people: A Voz do Mestre

Creation of the CGEE Unit – This Unit near the President answerskey questions about the development of the new science orientationsto impulse a new research policy development of the country.

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BrazilCompetitive Intelligence was developed in Brazil by the INT (National Institute Technology) and the CRRM (University Aix-Marseille III). After several years various students obtained in continuing educationthe title of Masters and Doctors and created the Brazilian Society of Competitive Intelligence (headquarter in Brasilia).This Association is sponsored by the State, the Industry, the members and benefits from educational and consultancy activities.

Associação Brasiliera da Intelligência Competitiva

Various meetings, conferences andworkshops are made in this countrywith the help of local partnerswith the help of local partners.

The Franco –Brazilain Chamber of Commerce and Industry organizes different workshops in CompetitiveIntelligence

Mission 2007, Alain Juillet, Philippe Clerc, Henri Dou

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ChinaCurious, patient, pragmatic …They want to understand the experience donewant to understand the experience donein other countries to develop their own Competitive Intelligence System aimingto regional and industrial development. The French clusters policy as well as other clusters developed in the world by USAID (Porter, eg. South Korea, Thaïland …) presented a deep interest to them.Education is also a crucial point, Masters in China or in France.

Reseach on Information ressource. Allocationof China regional Development

ChinaBusiness TV Shanghai June 2006

National interview from Business TV.(June 2006) Impact of Competitive Intelligence on the Regional Development

A one day workshop will be organized in November

The magic Triangle. How to develop and apply Competitive Intelligence in Developping CountriesHenri Dou, Jean-Marie Dou Jr, Sri Damayanty ManullangIle Rousse, Journées sur l'Information Elaborée, Juin 2005

A one day workshop will be organized in November 2006, with a focuss on:

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CHINAInstitute of Scientific and Technical Information of Shanghai

November 14, 2006

International Symposium: Competitive Intelligence, Regional Development andRole of the Government Speakers Jonathan Calof (Canada) Henri Dou (France)Role of the Government. Speakers Jonathan Calof (Canada), Henri Dou (France)

See http://www.ciworldwide.org for the executive conclusions

The French way of Globalization through Competitive Intelligence: Public – Private Strategies

CHINA

China Executive Leadership Academy Pudong2007 – Philippe Clerc (ACFCI)

Competitive Intelligence: Public Private Strategies

CELAP is a national institution based in Shanghaï. It is financed by the central government. The formation is intended to the senior officials and for the senior executives of medium businesses. Teaching and research concentrate on the improvement of the articulation between questions of social development and economic development. CELAP is an international academy. It wants to be innovative in the design and the contents of its Educational program.

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Competitive Technical IntelligenceInternational Meeting Beijing 2008

Experts from, China, USA, Germany, England,France.

Jin Zouhying BAST Beijing Academy of Soft TechnologyThe 500 best Chinese Companies.

October 17-18th 2008 Beijing

As a result

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THAILAND

Using Patent Information to sustain innovation and pick upUsing Patent Information to sustain innovation and pick up strategic applications.Example: Added value products for the coconut industry

The notion of industrial clustering clearly appears in thisapproach.

Technology Watch is closely mixed with Competitive Intelligence

Niche policy and systematic information analysis (eg APAAutomatic Patent Analysis) http://www.toryod.com/publicationmapping.php

Systematic Patent Mapping from http://www.toryod.com

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เอกสารประกอบการเสวนาทางวชิาการเรือง การแปรรูปและการใช้ประโยชน์จากมะพร้าว

2 มิถนายน 2548

Thailand, Strategic patent analysis -Coconut 2005Extract from http://www.toryod.com/publicationmapping.php

2 มถุนายน 2548

การวเิคราะห์แนวโน้มเทคโนโลยีเกียวกับมะพร้าวจากเอกสารสทิธิบัตรไดท้าํการสืบค้นข้อมูลสิทธบิตัรนานาชาต ิ จากสํานกัสิทธบิตัรยโุรป ที ่http://ep.espacenet.com และสํานกัสิทธบิตัรอเมรกิา ที่ http://www.uspto.gov ดว้ยระบบการสืบค้นและทาํแผนทีเ่ทคโนโลย ี p p gดว้ยโปรแกรม Matheo-Patent (http://www.matheo-software.com)พบวา่ ตัง้แตปี่ 1905 ถงึปจัจบุนั มสิีทธบิตัรทีสั่มพนัธก์บัคาํสืบค้น “Coconut” ในส่วนชือ่เรือ่งของสิทธบิตัร (Title) จาํนวน 532 เรือ่ง

มผีลการวเิคราะหข้์อมูลสิทธบิตัร ดงัน้ี

Data from Internet - Bred data were indicated in English in he paper

การวเิคราะห์แนวโน้มการพฒันาของเทคโนโลย ี(Technology’s Growth Trend)

ภาพแสดง แนวโน้มการพัฒนาของเทคโนโลยี (Technology’s Growth Trend)

The same graph was made using the IPC instead of the dates

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To prepare the expert’s analysis, strategic information related to SMEs are extracted from the patent mapping

An agressive policy of competitive clustersTCI : Thailand Competitiveness Initiative, A program funded by USAID

Structuring a cluster

E f KI ASIA h // ki i /EN/M ?

Work PlanTCI plans to explore about 8 cluster initiative in 2 years and at least 2-3 of themshould have come to action. TCI divides its work process into 4 stages as follows:1. Screening stage – the team discussed and agreed on some selection criteria,- Geographical concentration- Leadership- Readiness (commitment and cost sharing)

Extract from KI.ASIA http://www.kiasia.org/EN/Myresume.asp?

( g)- Impact to overall economic/social- Consistent with national agenda2. Changing mind-set – after a few gathering and discuss with leaders and keystake holders to be assured of their receptivity, a competitiveness consultantshall seek MOU in order to continue project.(3-4 months)

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3. Diagnosis and strategy – TCI help the cluster prepare activities plan that fit totheir needs, provide analytical tools and train them to apply such tools as seemappropriated.(4-5 months)

The 5 active clusters:

1 Multimedia and Computer Graphics Cluster

- Diamond- SWOT- Benchmarking- GAP- Value chain- Market assessment,- Etc.4. Actions and evaluation – the clusters should be bl t t b th lf d

p2. High Value Agricultural

Products (HVAP) for the Western Region

3. Tourism in Phuket Island4. Gem & Jewelry Cluster in

Chantaburi5. Silk Cluster Project

able to operate by themself anddepend on their own resources. Related government has agencies must be linkedhence paving way to the policies changes. (after 10 –12 months)

For more information see KI.ASIA in http://www.ciworldwide.org

A niche policy

E l f thExample of the Tourism Cluster

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So What ?

Capital

2004 Serge Miard

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2004 Serge Miard

Capital

2004 Serge Miard

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Capital

2004 Serge Miard

Capital

2004 Serge Miard

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Capital

2004 Serge Miard

Gathering large amount of information prompt for the development of bibliometrics analytical tools. This is made to prepare the work of theExperts, providing in depth a global view of the information.

Technology analysis through patents

An example from Matheo-Patent

Experts, providing in depth a global view of the information.

An example from Matheo Patent

Matheo-Patent has been developed by the Metheo-Software company created fromProfessor Dou’s students. http://www.matheo-software.com

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