This book provides a very useful and practical framework to guide the development of a Market Intelligence function that serves as a tool for competitive advantage. The use of multiple and diverse business cases helps readers to understand the implementation of key concepts and provides a set of practical lessons to facilitate this important journey for any organization.
Carlos Jose Fonseca, SVP/Group Head Global Marketing Strategy, Planning and Analytics, MasterCard
Forward looking market understanding is what any CEO needs for securing successful business today and into the future. But how does one manage that in a global organization with thousands of employees? This book neatly lays out the steps to turn systematic Market Intelligence from an ideal to everyday reality.
Harri Kerminen, former President and CEO, Kemira
We ve used GIA s Key Success Factors (KSFs) framework as we ve analyzed our own Intelligence function. It is a very easy way to allow your function to become self–aware, identify your gaps and then build your capabilities in an on–purpose fashion.
Phil Britton, Market Intelligence Lead, Competitive Strategies Group, Best Buy
The authors have presented a diverse look at Market Intelligence based on their experiences garnered from consulting projects with many firms around the globe. The book combines theoretical issues underlying Market Intelligence with proven real–life case examples. The book s projected trends in Market Intelligence towards 2015 give lots of food for thought. This professional book would be a good addition to the library of any Market Intelligence practitioner and those who are involved in strategic planning.
Dr David Blenkhorn, Ph.D., Wilfrid Laurier University, Waterloo, Ontario, Canada
In my experience, there s no shortage of books that advise the reader on analysis techniques and the correct phases of a solid intelligence process. What I ve been missing so far is an umbrella view that addresses all elements of Market Intelligence development in a structured and approachable fashion. This book provides that.
Henning Heinrich, Vice President Market Intelligence, T–Systems International
Comprehensive, practical, to the point; a must read for any strategy, marketing and intelligence director!
Anders Marvik, Vice President, Corporate Strategy, Statoil
Preface to the Second Edition vii
About the Authors ix
About Global Intelligence Alliance xi
PART 1 Market Intelligence in Global Organizations 1
1 Market Intelligence: Drivers and Benefits 3
2 Market Intelligence in Global Organizations: Survey Findings in 2013 21
PART 2 Roadmap to World Class Market Intelligence 51
3 Key Success Factors of World Class Market Intelligence 53
4 Intelligence Scope Determining the Purpose, Target Groups, and Focus Areas of an Intelligence Program 63
5 Intelligence Process Turning Random Data into Meaningful Insight 77
6 Intelligence Deliverables Building a High–Impact Market Intelligence Product Portfolio 87
7 Intelligence Tools Collecting, Storing, and Disseminating Intelligence 101
8 Intelligence Organization The People and Resources that Generate the Impact 115
9 Intelligence Culture Engaging the Organization in Market Intelligence 131
PART 3 Market Intelligence for Key User Groups 141
10 Market Intelligence for Current Awareness Across the Organization 143
11 Market Intelligence for Strategic Planning 157
12 Market Intelligence for Marketing, Sales, and Account Management 175
13 Market Intelligence for Innovation and Product Life Cycle Management 189
14 Market Intelligence for Supply Chain Management 203
PART 4 Developing World Class Market Intelligence Programs 215
15 Implementing Market Intelligence Programs 217
16 How to Develop an Existing Market Intelligence Program for Greater Impact 227
17 Demonstrating the Impact of Market Intelligence 241
18 Trends in Market Intelligence 253