The bridge between market research and competitive intelligence

Date of publication: March 1, 1999

Abstract:

This paper gives an overview of some approaches of competitive intelligence followed by the description of a Competitive Intelligence Tracking System (CITS) as implemented in various French industrial groups. A precise presentation of the different networks of specialists involved in the system is given first followed by some examples of tools necessary to actually realize the system i.e. information schedule devices; affiliation files or relational files; informal information checklist and the output checklist. Using these tools the various components of the competitive intelligence tracking system actually constitute a bridge between market research and competitive intelligence by contributing in the transformation of information into intelligence. The impact of this system is quite difficult to measure but is estimated by using qualitative or quantitative indicators. To illustrate this impact successful examples are presented.

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