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What Competitive Intelligence Is And Is Not
What Competitive Intelligence
Is And Is Not
Dr. Ahmed Nassar
Dr. Ahmed Nassar
Summer 2011
Summer 2011
1. CI Is CI Is Not Spying or espionage.  Information that has  been analyzed
1. CI Is
CI Is Not
Spying or espionage.
 Information
that
has
been analyzed to the
Spying implies illegal
or unethical activities.
point where you can
make a decision.
While spying does take
place, it is a rare activity.
Corporations do not
want to find themselves
in court, nor do they
want to upset
shareholders.

Dr. Ahmed Nassar

2. CI Is CI Is Not
2. CI Is
CI Is Not
A tool to alert A crystal ball. There is   management to early no such
A tool to alert
A crystal ball. There is
management to early
no such thing as a true
warning of both threats
and opportunities.
forecasting tool.
Intelligence gives
corporations good
approximations of
reality, near- and long-
term. It does not
predict the future.

Dr. Ahmed Nassar

3. CI Is CI Is Not A means to deliver   reasonable assessments. Database search.
3. CI Is
CI Is Not
A means to deliver
reasonable
assessments.
Database search.
Database searches offer
just that — data.
CI offers
approximations and
best views of the
market and the
competition. It is not a
peek at the rival's
financial books.
They do not replace
human beings who
need to make decisions
by examining the data
and applying their
common sense,
experience, analytical
tools, and intuition.
Dr. Ahmed Nassar
4. CI Is CI Is Not CI can mean  many things to many people. 
4. CI Is
CI Is Not
CI can
mean
many
things to many people.
A research scientist
sees it as competitor's
new R&D initiatives.
The Internet is not a
deliverer of intelligence.
It is a communications
vehicle.
You can find hints at
competitive strategy,
A salesperson considers
but also rumors.
it an insight on pricing.
Its reach is great, but
A senior manager sees
you need to sift, sort,
it as a long-term view
on markets & rivals.
and be selective on its
content.
Dr. Ahmed Nassar
5. CI Is CI Is Not
5. CI Is
CI Is Not
A way for companies to improve their bottom line. Paper info.   Paper info does
A way for companies to
improve their bottom
line.
Paper info.
Paper
info
does
not
deliver intelligence.
Companies, such as
NutraSweet, have
attributed many
millions of dollars in
earned revenue to their
Face-to-face discussions
are most effective to
convey CI information.
intelligence usage.

Dr. Ahmed Nassar

6. CI Is CI Is Not
6. CI Is
CI Is Not
A way of life, a process  It’s not smart a job for one  for
A way of life, a process
It’s not
smart
a
job
for one
for everyone in the
company — not just
the strategic planning
or marketing staff.
CI
person,
as
he/she cannot do it all !
It is a process by which
critical information is
available for anyone
The CI specialist keeps
management informed
and ensures that others
in the organization
become trained in ways
who needs it and their
to apply this tool within
ability to use it.
each of their SBUs.

Dr. Ahmed Nassar

7. CI Is CI Is Not
7. CI Is
CI Is Not
 Part of all best-in-class companies.  High-quality, best-in- class corporations apply CI consistently.
Part of all best-in-class
companies.
High-quality, best-in-
class corporations
apply CI consistently.

Dr. Ahmed Nassar

 CI is not an invention of the 20th century.  CI has been around as
CI is not an invention
of the 20th century.
CI has been around as
long as business itself.
CI may have operated
under a different name
or under no name at
all, but it was always
present.
8. CI Is CI Is Not Software.  The best-in-class  intelligence efforts receive their direction
8. CI Is
CI Is Not
Software.
The best-in-class
intelligence efforts
receive their direction
and impetus from the
Software does not yield
intelligence nor truly
analyze it.
CEO.
While the CEO may
not run the program,
he dedicates budget
and personnel and
promotes its use.
It collects, contrasts, and
compares.
True analysis is a process
of people reviewing and
making sense of the
information.

Dr. Ahmed Nassar

9. CI Is CI Is Not  A news story. Media Seeing outside yourself.  Companies
9. CI Is
CI Is Not
 A news story. Media
Seeing outside yourself.
Companies that
successfully apply CI
gain an ability to see
outside themselves.
reports may contain
interesting CI info, but
they are very broad and
CI more often than not
triggers new innovative
ideas and products.
are not timely enough
for managers concerned
with specific competitive
issues.

Dr. Ahmed Nassar

10. CI Is CI Is Not
10. CI Is
CI Is Not
Both short- and long- A spreadsheet (Excel).   terms. A company can use CI for
Both short- and long-
A spreadsheet (Excel).
terms. A company can
use CI for many
immediate decisions: e.g.
Spreadsheets give some
quantifiable result.
How to price a product
or place an ad.
The same set of data can
also be used to decide on
Numbers only address
one aspect of the problem.
Other aspects are
qualitative. They include
management thinking,
long-term product
development or market
marketing strategy, and
ability to innovate.
positioning.

Dr. Ahmed Nassar

Thank You Very Much Dr. Ahmed Nassar
Thank You Very Much
Thank You Very Much
Thank You Very Much Dr. Ahmed Nassar

Dr. Ahmed Nassar