10、Competitive Intelligence: Creating Value for the

Organization（Final Report on SCIP Sponsored Research）

(共161页)

Bernard Jaworski Liang Chee Wee

TABLE OF CONTENTS

Chapter 1 Overview ..............................................................................1

A. The SCIP Response ............................................................................1
B. Conceptual Framework..........................................................................2
C. Research Design and Methodology...............................................................4
D. Summary of Key Findings.......................................................................6
E. Organization of the Report ...................................................................9

Chapter 2 Conceptual Framework .................................................................11

A. Competitive Intelligence ....................................................................11
1. Extent of Competitive Intelligence Activity: A Five-Step Process ............................11
2. Alternative Structures for Competitive Intelligence..........................................13
3. Financial and Personnel Support..............................................................14
B. Factors That Foster CI Activity..............................................................14
1. Industry Dynamics............................................................................14
2. Organizational Demographics..................................................................15
3. Interpersonal Emphasis.......................................................................16
C. Consequences or Benefits of CI Activity......................................................16
1. Market Knowledge.............................................................................17
2. Quality Strategic Plans......................................................................17
3. Product Quality..............................................................................17
4. Relationships................................................................................18
5. Business Performance.........................................................................18
D. Summary......................................................................................18

Chapter 3 State of Competitive Intelligence Practice ...........................................23

A. Extent of Competitive Intelligence Activity..................................................23
B. Sources of Competitive Intelligence .........................................................25
C. Alternative Competitive Intelligence Structures..............................................25
D. Financial and Personnel Support..............................................................29
E. Champions and Top Management Support.........................................................31
F. Activity, Structures, and Key Support........................................................32
G. Summary......................................................................................34

Chapter 4 Factors That Foster Competitive Intelligence in Organizations.........................37

A. Simple Associations..........................................................................37
1. Industry Dynamics............................................................................37
2. Organizational Demographics Factors..........................................................39
3. Interpersonal Emphasis.......................................................................40
B. Regression Analysis..........................................................................41
C. Summary......................................................................................42

Chapter 5 Creating Value Through Competitive Intelligence Activity..............................45

A. The Direct Benefits of Competitive Intelligence Activity.....................................45
1. Market Knowledge.............................................................................45
2. Quality Strategic Plans......................................................................45
3. Product Quality..............................................................................48
4. Relationships................................................................................51
5. How CI Affects Performance...................................................................53
B. The Role of Structures and Systems...........................................................54
1.What CI Structure Works Best?.................................................................54
2. Personnel Support and CI Benefits............................................................61
3. What is the Role of CI Experience?...........................................................63
C. Summary......................................................................................63

Chapter 6 Lessons From the Case Studies.........................................................65

A. The Case Organizations.......................................................................65
B. Research Approach............................................................................66
C. Interview Findings
1. Responsibilities and Structures..............................................................67
2. Key Information Sources......................................................................70
3. Factors that Foster CI Activity..............................................................70
4. Factors that Inhibit CI Activity.............................................................72
5. Integrating CI into Planning.................................................................74
D. Summary......................................................................................75

Chapter 7 The Managerial Implications of the Study..............................................79

A. A Framework for the Competitive Intelligence Process.........................................79
1. Prerequisites................................................................................79
2. Organizing the Effort........................................................................81
3. Core Competitive Intelligence Process........................................................82
4. Marketing Competitive Intelligence...........................................................85
5. Critical Success Factors.....................................................................86
6. Monitoring Contributions.....................................................................87
B. Summary......................................................................................87

References......................................................................................91

Appendices
Appendix A The Research Process.................................................................94
A.Practitioner Interviews And Pre-Tests.........................................................94
B.SCIP Interviews And Pilot Study...............................................................94
C.Full-Scale Investigation......................................................................95
1.Sample and Data Collection....................................................................95
2.Competitive Intelligence Measures.............................................................96
3.Antecedent Measures...........................................................................97
4.Consequence Measures..........................................................................97
5.Analysis Strategy.............................................................................98
D.Case Study Methodology........................................................................98
E.Summary.......................................................................................99
Endnotes.......................................................................................100
Appendix B The Survey Instrument...............................................................102
Appendix C Data Collection Correspondence......................................................112
Appendix D The Conceptts and Their Measures....................................................118
Appendix E The Nine Case Studies...............................................................132

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