2、The New Competitor Intelligence

　　
Leonard M. Fuld

ABOUT THE BOOK
How do I analyze a private company's true costs? When does the competition plan to roll out its new product and in what quantity? What are our competitor's long-term strategies? What new technologies or products does the competition have on its drawing boards?

The new Competitor Intelligence shows where you can get the answers to these and most other questions you have about what the competition is up to. Learn, through easy-to-use techniques, how to analyze competitor information from the many print, database, and CD-ROM sources described in this book.

"Forget the internet. Fuld has created an intelligence gold mine that will help you get all the business information you will ever need."---Al Ries Chairman, Trout & Ries ,Coauthor of Marketing Warfare and Positioning: The Battle for Your Mind

"A powerful and practical guide that will show any decision maker how to stay competitive in today's business world."---Herb Baum,President and Chief Executive Officer,Quaker State Motor Oil

"The New Competitor Intelligence unlocks the vaults of all the 'open' secrets of your competitors."
---Domenico A. Fanelli, Managing Director,AMA International Management Center,Europe

"This book gives you practical, effective benchmarking tools all within your reach and your budget."
---Philip B. Crosby,Author of Quality Is Free and Completeness: Quality for the 21st Century

ABOUT THE AUTHORS
LEONARD M. FULD is President of Fuld & Company, a firm specializing in providing business intelligence for new product launches, benchmarking, joint ventures, competitor monitoring, and mergers and acquisitions. Mr. Fuld's clients have included more than half of the Fortune 500, as well as numerous European and Asian firms. He has been profiled in a number of leading publications, including the Harvard Business Review, The Economist, Fortune, and The New York Times and was also featured on "Today", FNN, and "Nation's Business Today".

CONTENTS
Introduction: How This Book Will Help You Make Decisions .......................................1
Strategic Intelligence Index ...................................................................4

PART ONE LAYING THE FOUNDATION ................................................................21
1. Understanding Intelligence? ................................................................23
What Is Competitive Intelligence? .............................................................23
Corporate Intelligence Gathering: A Brief Overview ............................................26
The Jigsaw Puzzle .............................................................................26
The Cardinal Rule of Intelligence..............................................................27
How Intelligence Travels in the Real World ....................................................28
Are There Truly Any Business Secrets? .........................................................29
The Pointillist Painting-An Intelligence Metaphor .............................................30
How Does Intelligence Flow? ...................................................................31
Five Key Intelligence Factors .................................................................31
Ethics and Legalities .........................................................................32
Creative versus Basic Intelligence Sources ....................................................35
Public Does Not Always Mean Published .........................................................37
The Business Library: Your First Intelligence source ..........................................39
The Right Research Stuff: Traits to Watch For .................................................41
Assembling Your Research Team or Cluster ......................................................42
How to Stock Your Own Intelligence Library ....................................................45

2. Getting Started: The Basic Approaches and Techniques .......................................47
Doing Your Homework ...........................................................................47
"Who Else Needs This?": A Big Question ........................................................50
Research Checklists for the Beginner...........................................................50
Know Thy Industry before Thy Target Company....................................................57
How to Use Industry Groups to Your Best Advantage..............................................58
Milking an Article for All It's Worth .........................................................68
Interview Techniques...........................................................................69
The Value of Questionnaires ...................................................................75
Learn the Lingo: Know the Industry Jargon .....................................................78
Beware of Techno babble........................................................................79
Who Is an Expert and Where to Find One-Start Inside............................................79
Friendly versus Unfriendly Sources ............................................................81
Steps in Setting Up a Research Project.........................................................82
Controlling Time...............................................................................83
A Checklist of Other Project Management Tips...................................................85
The importance of Debriefing...................................................................87

PART TWO FIND THE BASIC AND CREATIVE SOURCES...................................................89
3. Federal, State, and local Sources...........................................................91
Financials from Uncle Sam's Library............................................................91
State Your Case: State Corporate Filings.......................................................98
Current Industrial Reports: Your Guide to Industry Size and Market Share......................121
How to Retrieve Government Documents-The Easy and Smart Way...................................124
The Ultimate Archive: Your Town ..............................................................126
Final Advice on Government Documents..........................................................129

4. Corporate Intelligence in Print............................................................130
Financial Publications .......................................................................131
Investments-Manuals, Services, and General Publications ......................................134
General Industry Information .................................................................136

5. Using Databases for Corporate Intelligence ................................................155
The Technology................................................................................156
Section Ⅰ:How to use Databases for Intelligence .............................................157
Section Ⅱ:A General Listing of U.S. and International Databases .............................167
Section Ⅲ:European and Asia/Pacific Rim Databases ...........................................177

6. International Intelligence: Research Strategies and Sources ...............................195
Tapping Into U.S. Based Resources ............................................................196
Overcoming Cultural and Language Barriers ....................................................202
Intelligence Maps: Developing International Research Strategies ..............................206
Country-Specific Research Strategies .........................................................209

7.Additional Valuable Sources and Concepts-and Ways to Apply Them ............................267
What Did the CEO Say? Ask the Transcript .....................................................268
The Patent Hunt ..............................................................................268
The Value of Business School Cases ...........................................................282
Go Global, Think Local........................................................................283
Management Biographies in Print ..............................................................284
State Industry Directories: Focusing on Your Market ..........................................287

8. Creating Creative Sources .................................................................288
How to Create Your Own Creative Intelligence Sources .........................................288
What You Need to Locate Creative Sources .....................................................288
The Best Ways to Find Creative Sources .......................................................290

9.Building a Financial Statement .............................................................293
How to Estimate a Financial Statement.........................................................293
Credit Reports................................................................................294
Financial Ratios .............................................................................299
Analyzing with Ratios: What to Watch Out For .................................................300
Finding Financials: go to the Experts ........................................................304
Sources of Business Ratios ...................................................................306

10. Let Your Fingers Do the Stalking: Using Yellow Pages and City Directories ................308
The Yellow Pages .............................................................................308
Sleuthing Your Competition with City Directories .............................................312

11. Additional Creative Sources That Will Pay Off.............................................317
R&D: The University Connection ...............................................................317
Newsletters That Tap into the R&D Pipeline....................................................319
Faxing for Intelligence ......................................................................322
Uniform Commercial Codes .....................................................................322
Industrial Development: The Bond That Eyes....................................................324
Trade Shows: Open Season on Competitors ......................................................324
Intelligence Shopping at Trade Shows .........................................................325
How Can You Prepare for the Intelligence? ....................................................326
Assemble A Pre-show Strategy Kit .............................................................328
A Trade Show Intelligence Checklist ..........................................................328
Buyer's Guides ...............................................................................330
Help-Wanted Ads as an Intelligence Source ....................................................331
Shopping for Intelligence at the Mall ........................................................334
Locating Domestic and Overseas Suppliers through the FCC .....................................334
Our Effluent Society: Environmental Impact Statements, a Back-Door Approach to Company Intelligence ..............................................................................................337
Corrugated Boxes: A Source of Production Data ................................................339
Commercial Banking and the Withdrawal of Information .........................................341
Understanding the Software Industry ..........................................................343
A Prescription for Pharmaceutical Research ...................................................346
Finding Management Out: Getting Information about a Company's Officers .......................349
Power Companies: An Underutilized Source .....................................................350
Customs House Brokers: Importing Company Information .........................................350
PIERS: A Unique Source on Exports and Imports ................................................351
Chambers of Commerce: Ubiquitous Intelligence Gatherers ......................................352
Acquiring Acquisition Intelligence ...........................................................353

PART THREE ANALYSIS: THE ART AND THE DISCIPLINE ..............................................357
12. A Practical Approach to Analysis: Analytical Techniques and Cases ........................359
Section Ⅰ:Learn to Read the Tea Leaves ......................................................360
Section Ⅱ:Know When to Analyze: The Moment of Change ........................................362
Section Ⅲ:Find the Right Framework and Analysis Tool ........................................369
Intelligence Case1:Cost Analysis..............................................................376
Intelligence Case2: Timelining: forecasting New Product Introduction .........................386
Intelligence Case3: Future Strategy: Using the SWOT Technique ................................391
Intelligence Case4: Benchmarking: Understanding and Incorporating Industry Best Practices ....396
Intelligence Case5: Inside the Manager's Mind: How to Anticipate Decisions ...................404
Intelligence Case6: Finding the Bellwether ...................................................410

PART FOUR TAKE ACTION ........................................................................415
13. How to Build Your Own Intelligence System: A Corporate Imperative ........................417
Step 1: Prepare the Organization .............................................................418
Step 2: Motivate the Troops ..................................................................428
Step 3: Store and Deliver the Intelligence....................................................426
Timing-Reasonable Expectations ...............................................................433
A Plan for Getting Started ...................................................................433

14.Security: The Flip Side ...................................................................437
A Formula for Intelligence Leaks .............................................................441

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