A brief guide to competitive intelligence: how to gather and use information on competitors

Abstract

Outlines the processes involved in competitive intelligence, and discusses what it is, how to do it and gives examples of what happens when companies fail to monitor their competitive environment effectively. Presents a case study, showing how the company that produced the pre-cursor to the Barbie doll failed to look at their business environment and how this led to the firm’s failure. Discusses what competitive intelligence is, and what it is not, and why it is important for businesses. Presents three models used to describe the competitive intelligence process and goes through the various steps involved in defining intelligence requirements and collecting, analyzing, communicating and utilizing competitive intelligence.