6、Competitive Intelligence: Creating Value for the
Organization Final Report on SCIP Sponsored Research
August 1993
Bernard Jaworski and Liang Chee Wee
ABOUT THE Author
Bernard J. Jaworski is an Associate Professor of Marketing at the University of
Arizona. He holds a PhD in Business Administration from the University of Pittsburgh.
Prior to obtaining his doctorate, he held research positions at the University
of Massachusetts and Cornell University. For the 1992-93 academic year he was
a Visiting Associate Professor of Business Administration at Harvard Business
School.
Dr. Jaworski's research interests are in the areas of market intelligence,
advertising effectiveness, and marketing implementation. His research has appeared
in the Journal of Marketing, Journal of Marketing Research, Review of Marketing,
and other journals. He is past Book Review Editor of the Journal of Marketing
and serves on the Review Board of several journals including the Journal of Marketing.
He is one of only seven two-time winners of the prestigious Alpha Kappa Psi Award
for the best "practice-oriented" article in the Journal of Marketing.
Since
1984 Dr. Jaworski's consulting experience has involved major companies in the
paper, instrumentation, construction, and service industries. For the past eight
years, he has also worked with Organizational Design Consultants, Inc., a management
consulting firm. In this capacity, he has consulted domestically and internationally
for companies in the health care, communications, insurance and utility industries.
For the past five years, he has taught in several executive education programs. Dr.
Liang Chee Wee is an Assistant Professors of Management Information Systems at
Luther College in Decorah, Iowa. He holds BA, MBA, and phD degrees from the University
of Arizona. At Arizona, he was the coordinator of the introduction to information
technology course in which more than 3,000 students were enrolled each year. Currently,
his teaching is principally in the area of information systems. His research interests
include the role of information technology in competitive intelligence activities
and multimedia electronic meeting environments
.
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...........................................................................16
2. Quality Strategic Plans....................................................................17
3. Product Quality............................................................................17
4. Relationships..............................................................................17
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.........................................................................66
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 收费标准: 复印费每页0.8元,外文资料含挂号邮寄费（请告知要复印的资料序号、起始页码、邮寄方式、若需要正式发票如何开具。） 联系电话（传真）：（010）68961820
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