Competitive intelligence in action.

This document reports on the findings of the very first survey to be undertaken on Competitive Intelligence (CI) practice in UK firms. The findings from mail and interview data were analysed and categorised to produce a Taxonomy of CI Practice. This study was the foundation from which further empirical studies were designed

Competitor intelligence for the smaller enterprise.

The practice of Competitor Intelligence is well established in the USA where it is estimated that 80% of all firms utilise it to their competitive advantage. Within the UK however, it is only gradually becoming a part of the strategic activity of large multi-nationals which have realised the benefit of “being aware”. Unfortunately, it is hardly ever mentioned within the small and medium sized enterprise (SME) sector which has so much to gain from engaging in CI. Competitor activity is a fundamental part of every market. Understanding it through CI provides opportunities for profitable growth. Lack of understanding results in an increased risk of failure. The two most commonly stated problems for SMEs are “too many competitors” and “large competitors” so it makes good sense to know what they are doing. Even the smallest attention to this area has the potential to make an immense contribution to business success. This report discusses the benefits that Competitor Intelligence can bring, where to obtain it (often inexpensively or free) and assesses how SMEs can use CI to their benefit to formulate successful business strategies. Recommendations are provided for those firms wishing to use CI in order to achieve competitive advantage through a greater knowledge of the competitive situation

Competitive intelligence programmes at French Chambers of Commerce and Industry.

Over the last ten years France has implemented regional programmes to increase the awareness of, and change attitudes towards, the Competitive Intelligence (CI) practices of enterprises. The emphasis has been on Small and Medium-sized Enterprises (SMEs) with the Chambers of Commerce and Industry (CCI) playing a central role. This is an important part of a national state effort to improve and focus a company’s strategic management of information in both defensive and offensive modes. This report is a summary of 15 semi-structured interviews undertaken with French Chambers of Commerce and Industry in 2009. These form the foundation for future work on identifying the roles of awarenessand attitudes as influence drivers in the competitive intelligence processes of SMEs in France

Poor understanding of marketing principles has led to poor marketing management performance: Consideration of four marketing myths.

Marketing is accused of poor management practice. This paper argues that this is grounded in a confusion of marketing thinking and marketing action which results from widely held beliefs and myths that surround the marketing management process, making it difficult for marketing to develop as a coherent management discipline and profession. Barriers to its successful implementation are created at both strategic and tactical levels. The paper presents an exploration of four myths which are often perceived as lying at the core of marketing but which, in reality, have led to much of the confusion that surrounds it. Consequently, the aim of this paper is to generate debate concerning these myths. The myths considered are those concerning customer sovereignty, the 4Ps of the marketing mix, the importance of customer orientation, and marketing managers' ability and opportunity to actually manage the marketing function

Competitive intelligence and the formulation of marketing strategy.

The area of competitive intelligence (CI) and its working relationship with marketing strategy formulation (MSF) has received limited in-depth research. Previous reports and studies on this relationship have largely ignored the contribution which CI can make to MSF. This is partly because managers and academics themselves, have not yet identified the relationship. It is also extremely rare to find evidence of any investigative study looking at this aspect of CI within European companies. This paper reports on the first and only CI Doctoral study to be completed in the UK to date. The focus of the research was designed to fill the gap in current knowledge on the ‘Role of Competitive Intelligence in the Formulation of Marketing Strategy’. An overview of this work is reported here, providing the salient findings from the empirical study. Central to the objectives of the study were issues of the current state of CI in European companies, whether a relationship between CI and MSF existed at all and if so, how CI contributed to the marketing strategy process

Competitive intelligence as public policy in France: Making a difference in the SME sector.

Awarded Best Paper in Track Prize, sponsored by Journal of Strategic MarketingThis paper reports on an empirical study of the French Chambers of Commerce and Industry Competitive Intelligence programmes. Semi-structured interviews were undertaken with the directors of 15 CI programmes from 4 regions of France. The findings show that tangible results have been achieved despite resistance from small businesses in regard to their Competitive Intelligence practices. The paper also identifies the public and private sector entities which were named as sources of advice for small businesses for their Competitive Intelligence needs. The insights elicited can help future initiatives by public/private partnerships in both CI programme design and implementation

Integrated Marketing Communications Process Model

The model illustrates the marketing communications process from sender to receivers including intervening factors that affect effective communications. The model extends and provides greater sophistication to the widely accepted but simplistic Schramm communications model

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Framework of Integrated Marketing Communications Models. The figure identifies three inter-related / interlinked models. This is an overview of the models the individuals which can be found in greater detai