Almost two decades after it emerged as an essential business
tool, competitive intelligence is still finding its way. Despite
its recognized importance, companies struggle to acquire the kind
of intelligence they need and measure its effectiveness and value.
This book provides essential tools for selecting the right kind of
CI and assessing its contributions to a company's financial
performance.
The authors identify three fundamental, intertwined mistakes a
company can make, showing how to evaluate them and repair the
damage they may have done. McGonagle and Vella dissect the current
state of CI, survey its evolution into five distinct yet
overlapping types, develop a framework for determining which types
fit special needs, and evaluate means of communicating CI up and
down the line. They discuss the most common raw data source
categories--the bases of support for all CI analyses--and the
workings of metrics in general. CI professionals and related end
users are provided with a process they can employ immediately,
right out of the box, which will not only help them select the
right metric but will prove invaluable as they seek to evaluate the
future metrics that are sure to come.
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