Abstract:

Structured and systematic monitoring of the competition is increasingly becoming a key means of assuring a company's success. While the collection and processing of relevant data is still relatively easy, analysis and interpretation of relevant information is problematic. In an information system, which necessarily must be computer-aided, integration of qualitative data (textual information) is a tremendous challenge. This is especially TRUE if the system is not intended to inform and report on competitor companies but to be a decision-making aid. The design and potential uses of this type of system will be elucidated by means of the example of MARIS SCORING, the tool used by the medical Division of the Beiersdorf AG for competitor analysis.