Abstract:

With the unification of Europe and the rapidly changing political and economic events worldwide, research executives are currently faced with the need for translated, synthesized and analyzed information from the various countries within the EEC and from other parts of the world. Under the new economic system of the EEC, several companies will plan to expand the marketing of their products and services. Consequently, they will have a need for the collection of published information as well as the need to collect quantitative data. During the 90s, senior management will seek answers to specific questions, such as "Is the Eastern European consumer ready for X, Y, or 2 product?" rather than reading large market research reports which do not specifically answer their questions. Within Europe, there are several obstacles to the collection of published information (e.g., from newspapers, the media and journals). Following a detailed discussion of these obstacles, this paper discusses a methodology for the scanning, synthesis, translation and analysis of published information. Within this methodology, the paper is organized into eight parts as follows. Part 1. Obstacles to the collection of published information within the EEC and on a global basis Part 2. The Solution: the need for ongoing tracking systems for published information Part 3. How to define your published information needs Part 4. Sources of international business intelligence Part 5. Design of the database Part 6. Internal staffing versus outsourcing Part 7. Determining the cost/benefits of the system Part 8. The strategic importance of these systems to the unification of Europe. This paper concludes with a discussion of how international and European research managers will experience an increasing need for market trends, competitive intelligence and new product activity information as new trade agreements evolve within and outside of the European continent. The paper also includes a discussion of research needs for Eastern Europe. In summary, the paper focuses on the development of new cost-efficient systems to process this information, rather than utilizing older labor-intensive methods. The paper provides readers with a how-to to develop these systems along with the specifics for costs and staffing.