Market Intelligence Building Strategic Insight Per V. Jenster & Klaus Solberg Søilen Copenhagen Business School Press
Market Intelligence Building Strategic Insight © Copenhagen Business School Press, 2009 Printed in Denmark by Narayana Press, G
Table of Contents Foreword. Preface . 7 9 CHAPTER 1 Converging Foundations of Intelligence Analysis . 11 CHAPTER 2 Strategies f
In Memory of our friend and colleague David Hussey Foreword The aim of this book is to provide managers with a book on market i
Preface This book was born out of frustration that, although much has been written about competitive analysis, we could not fin
Preface gence work. No training in intelligence analysis can be complete without it. This is a book we have enjoyed writing, an
CHAPTER 1 Converging Foundations of Intelligence Analysis A seminar on competitor analysis with a group of managers from a larg
Converging Foundations of Intelligence Analysis Porter and his many contemporary inspirers.2 Matters of intelligence are today
Converging Foundations of Intelligence Analysis number of factors which may aid the analyst in delineating the problem and clar
It Depends how you Look at It The Venn diagram shows the relation between different intelligence studies. It basically shows th
Converging Foundations of Intelligence Analysis 3. How do we overcome the limitations of traditional listings of strengths and
Decisional “Altitude” manufacturing base, economies of scale, supply chain performance, etc. are considered the most important.
Converging Foundations of Intelligence Analysis hierarchical structures and the associated networks with other organizations. T
Decisional “Altitude” Rather, our definition of “strategic issue” emphasizes the impact on the value of the firm. To us, a stra
Converging Foundations of Intelligence Analysis the different shades of grey in the distinction between market and industry ana
Decisional “Altitude” In a very similar way, it was necessary to understand the different client groupings among the customers
Converging Foundations of Intelligence Analysis Product and Technological Scope A fourth dimension to consider before starting
Decisional “Altitude” istics) helped to "flush out" possible new competitors, the team felt that more in-depth analysis was nee
Converging Foundations of Intelligence Analysis Competitive Battlefield In recent years, the task of competitive analysis has b
Academic Perspectives A final development is changing the way we view competitive behaviour and conduct analyses. This is the r
Converging Foundations of Intelligence Analysis On the other hand, the marketing and strategic management literature has been m
Academic Perspectives 2. The positional view, most closely associated with the work of industrial economics, also sometimes ref
Converging Foundations of Intelligence Analysis Konkurrentz-Analyse, Beobachtung and Wettbewerbsforschung. 23 Or as Wirstchafts
REFERENCES We conclude that the academic world has been concerned with competitive analyses for many years, but that there is a
Converging Foundations of Intelligence Analysis Jenster, P.V. (1991). DEC-ITT case. Planning Review, September/October, 20. Jen
REFERENCES Interdisziplinäre Analyse. Dissertation. Wirtschaftswissenschaflichen Fakultät der Universität Leipzig, Deutschland.
8 DY A D M AR K E TI N G
Market Intelligence is one of the more important and timely topics in Management today. Philippe Guignard, Cimid SA, Switzerlan
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Per V. Jenster Klaus Solberg Søilen MARKET INTELLIGENCE B
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Market Intelligence Building Strategic Insight Per V. Jens
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Market Intelligence Building Strategic Insight © Copenhagen Bus
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Table of Contents Foreword. Preface . 7 9 CHAPTER 1 Converging
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In Memory of our friend and colleague David Hussey Foreword The
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Preface This book was born out of frustration that, although mu
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Preface gence work. No training in intelligence analysis can be
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CHAPTER 1 Converging Foundations of Intelligence Analysis A sem
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Converging Foundations of Intelligence Analysis Porter and his
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Converging Foundations of Intelligence Analysis number of facto
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It Depends how you Look at It The Venn diagram shows the relati
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Converging Foundations of Intelligence Analysis 3. How do we ov
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Decisional “Altitude” manufacturing base, economies of scale, s
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Converging Foundations of Intelligence Analysis hierarchical st
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Decisional “Altitude” Rather, our definition of “strategic issu
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Converging Foundations of Intelligence Analysis the different s
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Decisional “Altitude” In a very similar way, it was necessary t
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Converging Foundations of Intelligence Analysis Product and Tec
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Decisional “Altitude” istics) helped to "flush out" possible ne
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Converging Foundations of Intelligence Analysis Competitive Bat
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Academic Perspectives A final development is changing the way w
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Converging Foundations of Intelligence Analysis On the other ha
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Academic Perspectives 2. The positional view, most closely asso
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Converging Foundations of Intelligence Analysis Konkurrentz-Ana
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REFERENCES We conclude that the academic world has been concern
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Converging Foundations of Intelligence Analysis Jenster, P.V. (
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REFERENCES Interdisziplinäre Analyse. Dissertation. Wirtschafts
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8 DY A D M A
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Market Intelligence is one of the more important and timely top
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