principles of competitive intelligence...the intelligence process and how to build business...

1

Principles of Competitive Intelligence INFM 714Completely Online Fall 2016 Instructor: Prof. Taverekere Srikantaiah (Kanti), Ph.D Office: Hornbake Building 2123A Office Telephone: 301 405 7742 Email: tsrikant@umd.eduCATALOGDESCRIPTION:Theintelligenceprocessandhowtobuildbusinessadvantagebythecollectionandanalysisofthecapabilities,vulnerabilities,marketpositioningandstrategicplanningofcompetitorsusingopensourceinformation.EXTENDEDDESCRIPTION:Intelligence,whichoriginatedwiththeneedsofagovernmentormilitaryorganizationforknowledgeoftheexternalworld,canbedefinedasaprocess,aproductoranorganizationbutitischaracterizedbytheidentificationofrequirements,thecollectionofinformation(rangingfromrawtechnicaldatatoindividualexpertknowledge)fromallavailablesources,theprocessingofthatinformation(e.g.,decryptionordatareduction),theanalysisofthatinformation(i.e.,validation,integrationandassessmentofmeaning)andlastlythecreationofaproductknownas“finishedintelligence”thatismadeavailabletotheleadershipinordertoinformthemofrelevantevents,threatsordevelopCompetitiveintelligenceisaderivativeofgovernmentalintelligence,aswellasbusinessmarketing,economicsandmanagement,thatisdefinedsimilarly:thecollection,evaluation,analysisandapplicationoflegallyavailableinformationrelevanttotheplans,decisionsandoperationsofone’sbusiness.Indeed,intoday’seconomicenvironment,competitiveintelligenceisequallyapplicabletoeverybusinessentity–commercial,non-profitorevengovernmentalserviceproviders.Thiscoursewillconsiderthemechanisms,includingthelegalandethicalimplications,bywhichcompetitiveintelligenceispracticedtoday.Itwillalsoexaminethethreatpresentedbyeconomicespionageandtherequiredcounterintelligencestrategiesto

2

maintaincompetitivepositionandadvantage.Topicswillincludeanoverviewandcomparisonoftheintelligenceprocessingovernmentandinbusiness(i.e.,theintelligencecycle),adetailedconsiderationoftherequirementsandtheanalyticalsegmentsofthatprocess,asurveyofcurrentanalyticaltools,asurveyofinformationsourcesandinformationacquisitionactivities,asurveyofrequiredpersonnel,physicalandinformationsecuritypolicies,andthenecessaryeffortsincreatinganeffectiveCIunitwithinanybusinessenterprise.COURSEOBJECTIVES:Bytheendofthiscourse,studentswill:

• DefineCIrelatedterminologiesincleartermsandunderstandtheroleofCIinorganizations;

• Understandtheethicalandlegalconstraintsonthecollectionanddisclosureof

corporateinformation;

oUnderstandtheintelligenceprocessingeneralandthecompetitiveintelligencecycleinparticular:

oTasking:WhataretheKeyIntelligenceTopicsandQuestions?

oCollection:Useofprimaryandsecondarysourcestosupporttheintelligenceeffort;

oAnalysis:Whatarethemostsignificantanalyticalmodels;whataretheirstrengthsandweaknesses;andwhentouse(ORNOTUSE)aspecificmodel;

oReporting:Turningrawinformationintoactionableknowledge.

• Understandtheconceptsofscientificallyrigorousanalysisingeneral,andthe

“AnalysisofCompetingHypotheses”inparticular.

• ExplorepotentialcareerpathsintheCIfieldCOURSEREQUIREMENTSANDPOLICIESRegular active participation are expected. All assignments are to be submitted in complete form and on time. Any delay in submission of assignments will affect the grading. Since the course is taught in seminar style, student participation is mandatory. Thecoursewillbeinformative,interactive,funbutalsochallenging.Participation,especiallygiventheinteractivenatureofthecourse,iscriticalandmandatory.

3

Substantialdiscussionofreadings,casestudies,assignments,andCIprojectwillenablestudentstoleantheCIconceptsandCItools. SUBMISSION OF ASSIGNMENTS Timely completion of all assignments is essential in keeping pace with the course and in fairness to all class members. Work must be submitted by the due date. Assignments not submitted on time are either (a) late; or (b) missed.

• Late Work: Work received within 48 hours after the due date/time will receive a penalty of one-half of a grade.

• Missed Work: Work sub mitted more than 48 hours past the due date/time without prior approval will be given a grade of zero, an F.

• Mitigating Circumstances: We all occasionally experience personal or technological problems beyond our control. I will, of course, consider these types of problems on a case-by-case basis before assessing any "penalty" for late or missed work. Of course, a corollary of this is that I have to know about the problem in a timely manner! Therefore, requests for extensions of time must be made to me by the due date.

GRADING:

Discussion Board Participation (5) Individual Exploration

25 points 10 points

Assignments 30 points Case Study Analysis 10 points Project: CI Project 25 points

REQUIREDTEXTFleisher,CraigS.,andBabetteE.Bensoussan(2015)BusinessandCompetitiveAnalysis:Effectiveapplicationofnewandclassicmethods.2nded.UpperSaddleRiver,NewJersey,PearsonEducationInc.(ISBN:978-0133086409)Othersuggestedreadings:

1. Choo,ChunWei(2002)InformationManagementfortheIntelligentOrganization;TheArtofScanningtheEnvironment.3rded.ASIS.WashingtonD.C.

2. Combs,RichardE.,andMoorhead,JohnD.(1992)TheCompetitiveIntelligenceHandbook.Metuchen,NewJersey,ScarecrowPress.

4

3. Burwell,HelenP(2004)OnLineCompetitiveIntelligence:IncreaseYourProfits

UsingCyber-Intelligence.Tempe,AZ.,FactsonDemandPress.

4. Davenport,ThomasandPrusak,Laurence(1998).WorkingKnowledge:HowCorporationsManageWhatTheyKnow.Boston:HarvardBusinessSchoolPress.

5. Fleisher,CraigandBensoussan,Babette(2003)StrategicandCompetitive

Analysis.UpperSaddleRiver,NJ:PrenticeHall.

6. Fuld,LeonardM.(1995)TheNewCompetitiveIntelligence.NewYork,JohnWiley&Sons.

7. Kanaher,Larry.CompetitiveIntelligence(1996).NewYork:SimonandSchuster.8. Koenig,MichaelE.D.andT.KantiSrikantaiah(eds.)(2004)Knowledge

ManagementLessonsLearned:WhatWorksandWhatDoesn’t.Medford,N.J.,InformationToday(ChaptersonCI).

9. Miller,JerryP.(ed)(2000)MillenniumIntelligence.Medford,NJ:CyberAge

Books.10. Nolan,John(1999).Confidential.NewYork:HarperCollins.11. Pacifici,Sabrina(2009)CompetitiveIntellignence:ASelecticeResourceGuide.

SilverSpring,MD:llrx.com(http://www.llrx.com/features/ciguide.htm),2006.

12. Porter,MichaelE.CompetitiveStrategy:TechniquesforAnalyzingIndustriesand

Competitor.NewYork:FreePress,1998.13. Winkler,Ira(1997).CorporateEspionage.NewYork:PrimaPublishing.

I. ASSIGNMENTS

Basicallytherearefiveassignments:

1. DISCUSSIONBOARDPARTICIPATION

First, there will be five Canvas discussions in the course as pointed out in the schedule. Each discussion period will be for two weeks. These discussions will serve as knowledge sharing platforms providing good value for students to comprehend concepts discussed in the textbook chapters, readings, and case studies

5

You need to participate actively in all five discussions. All these discussions are threaded discussions The points you earn for each discussion depends on when you start participating (through posting), continuity of your participation throughout the period of two weeks, total number of your postings and quality of your postings.

Each Discussion carries 5 points to the total of 25 points. Due dates are in the syllabus.

2.CASESTUDY:

Second,keepingupwiththeCIprofessionalapplicationsintheindustry.Inthatbackground,youwillreviewacompetitiveintelligencecasestudyavailabletoyouthroughliteraturesurveyandanalyzetheCItoolsutilizedinthecasestudy.Forexampleyoucanconsidermobiletelephoneindustry,automobileindustry,pharmaceuticalindustry,energyindustry,andsoon.ThisassignmentwillbeagoodexposuretosurveytheCIliteratureandtounderstandtheCItoolsintherealworldapplications.Inyouranalysisofthecasestudyyoushoulddefinethekeyintelligencequestions,scopetherequisiteintelligenceactivities,analyzethenecessaryinformation,anddevelopyouranalysistobenefitthestakeholders.RememberthearticleshouldbecurrentandshoulddealwithoneormoreCItools.Youcanconsultprofessionalliterature(likeHarvardBusinessReview,ITperiodicals,CIliterature,etc.)tofindthecasestudy.Thewebsiteofthelibrarywillbehelpfulinscanningvariousdatabasesintheselectionofyourcasestudy(http://lib.guides.umd.edu).Ifneeded,theinstructorwillalsoassistyouintheselectionofyourcasestudy.Thisassignmentofcasestudyanalysiscarries10points.DUEonNovember7

3.INDIVIDUALEXPLORATION

Third,anindividualassignment,tobealsosubmittedintheformofareport.Itinvolvesachoiceof:• Careerexploration.Thegoalistoidentifypotentialcareerpathsincompetitive

intelligence:Titles,industries,jobdescriptions(useseveralexamples)• ResourceLinks:Thegoalistocompilealistprofessionalassociations/websites

andanswerthefollowingthreequestions:WhatisCI?,IsCIespionage?,EthicsandCI(InadditiontoSCIP,youneedtoexploreotherwebsites)

YoushouldsubmitatwopagepaperofyourfindingseitheronCareerexploration,orResourcelinks.Thisassignmentcarries10points.DUEOctober24

6

4.SpecialAssignmentsFourth,includesspecialassignmentsthataregivenduringthe14weekcourse.Theobjectiveoftheseassignmentsistoprepareyouwithhands-onexperienceinaddressingvariousissuesinCompetitiveIntelligence.Theassignmentsinclude:

• Assignment#1:ProspectResearch--DUEOctober3• Assignment#2:SWOTAnalysis--DUENovember7• Assignment#3:AnEnvironmentalScanningAnalysisReport—DueNovember28Eachassignmentcarries10points.Duedatesarealreadynoted.

5. CIProjectFifth,aterm-longprojectwithfourphasesinvolvingdevelopingacompetitiveanalysisreport/CIproject.ThisCIprojectisto“DevelopaCompetitiveAnalysisReport”(i.e.,theProject).Youwillprobablygetmoreoutoftheprojectassignmentifyoudoitasateamoftwoorthreepeople.Forteamassignments,eachpersonwillreceivethesamegrade,unlessthereisoverwhelmingevidencetothecontrary.YoushouldsubmityourCIprojectproposalonSeptember11.ThisprojectwillserveasapracticallearningexperienceinunderstandingvariousissuesinCI.Studentsareencouragedtoworkinteamsof2or3ontheprojectassignment.Thisassignmentwillresultwithaproductofyourfinalwrittenreport.Thephasesinthisprojectareasfollows:Outlinesofallthreephasesshouldbesubmittedforreviewontheduedates

Phase1:BusinessCaseforaCITeam-Internet/Intranet,Collection/Resources,PoliciesandProcedures,ServicesOffered,EthicsManagementhasrequestedthatyouandyoursmall‘exploratorycommittee’ofmarketingresearchemployeeslookintoseveralaspectsofpotentiallyformingaCIfunctionatthefirm.Specifically,theywantyoutobriefthemonthefollowingitems:• WhatwouldtheCIfunction’scharterobjectivesbe?• Howwillthisnewfunctionbenefitthefirmaboveandbeyondthecurrent

marketingresearchandpressclippingeffortsbeingmade?• WhatCIserviceswillyouoffer?Whatwoulditsmainintelligencedeliverablesbe

duringthefirstyear?• WhowouldyourecommendtheCIfunctionreporttoandhowoften?• HowmanyemployeeswouldneedtobeassignedtotheCIfunctionandwhat

specificbackgrounds/skillsetswouldyouseekintheseindividuals?• Whatotherresourceswouldbenecessary?• Whatwouldtherequestedannualbudgetbe?Justifycosts.• Recommendacodeofethicsforthisnewteam

7

Submitanoutline.DuedateOctober10

Phase2:EnvironmentalAnalysisUsingsecondarysearchesandpublicfilingsmeansonlyidentifykeyproducts,technology,processesandoperatingdetailsrelativetoyourassignedcompany/industry.Thegoalistogainasolidunderstandingoftheindustry,ofthespecificcompanyandtoidentifykeyproducts,trendsandcompetitors.Submitanoutline.DuedateOctober31Phase3:DemonstratingValue-PerformanceMeasures,Analysis&ReportingUsingacombinationofsecondaryandprimaryresearchtechniques,identifykeycompetitivethreatsandcompetitiveopportunitiesforyourassignedcompany/industry.IdentifyspecificprimaryresearchroutesintothecompaniesusingsecondarymeansfromPhase2.Includeacontactlistcompletewithcalldetails.Becertaintocontrastdatacollectionandvalidationtechniquesthatfailedandthosethatsucceeded.Describewhyyoufeelthisoccurred.Submitanoutline.DuedateisNovember28

Phase4:CIStrategiesBriefingPresentationSessionThefinalwrittenpresentationofyourCIreportwillrequireafullanalysisandinterpretationofthefindingsoftheproject.Thegoalistopresentyourfindingsinphases1,2,3andyourlearningfromthisprocess.Amongothers,thedeliverablesfortheprojectmustincludethefollowing:▪ ProjectTitleandTableofContents▪ Phase1:BusinessCaseforaCITeam○ CIfunction’scharterobjectives○ CIservicesofferedandvalueadd(Howwillthisnewfunctionbenefitthe

firmaboveandbeyondthecurrentmarketingresearchefforts?)○ Mainintelligencedeliverables○ CIfunctionreportingstructureandfrequency○ CIteamstructure(organizationalchart),specificbackgrounds/skillsets○ Othernecessaryresources○ RequestedannualbudgetwithcostjustificationorprojectedROI.○ Recommendedcodeofethics.

▪ Phase2:EnvironmentalAnalysis○ IndustryBackgroundandTrends○ CompetitiveLandscape

8

▪ Phase3:DemonstratingValue○ SpecificProjectObjectives(scope)○ Analysisofdata○ Summaryofkeyfindings–threatsandopportunities○ Recommendationstothecompany

▪ Phase4:LessonsLearned○ Methodsofdatacollectionandvalidation○ PrimaryandSecondarySourceLists○ ContactListandCallDetailSheet

Studentsmustsubmitatheirfinalreportsonscheduleforevaluation.Thisassignmentcarries25points.DueDateDecember11

ASSESSMENT

ThecoursewillbeconductedinaseminarstylethroughdiscussiononCanvastodevelopstudents'analyticalabilitiesintheCIspace.Thecourseisdividedintospecificlinkedsegmentstoprovideanincrementalapproachtobuildingcompetencies,discussions,andstudentpresentations,whichareintegratedtoprovideacomprehensiveunderstandingtotheCIfield.Studentsareexpectedtoactivelyparticipate,toaskquestions,toidentifyreadingsrelatedtothecoursecontentandtoshareexperienceswithotherstudents. SYLLABUS CHANGE POLICY This syllabus is a guide for the course and is subject to change with advance notice. ACADEMIC INTEGRITY Work submitted in this course will be individual and original, in line with the University’s Academic Honor Code and Honor Pledge. Engaging in any academic dishonesty will result in consequences in line with university policies. Academic dishonesty includes but is not limited to plagiarism, cheating, buying work, multiple submissions of the same paper, forging signatures, submitting fraudulent documents, and facilitating the academic dishonesty of others. When writing papers, be sure to carefully and thoroughly cite all materials you use in writing your paper and make sure all ideas and quotations are properly acknowledged. Please visit the following website for more information on the University’s Code of Academic Integrity: http://www.studenthonorcouncil.umd.edu/code.html On each assignment you submit you will be asked to write out and sign the following pledge. “I pledge on my honor that I have not given or received any unauthorized assistance on the exam/assignment”

9

STUDENTS WITH DISABILITY Students with disabilities needing academic accommodation should: (1) register with and provide documentation to the Disability Support Services office, and (2) discuss any necessary academic accommodation with their teachers. This should be done at the beginning of the semester. CLASSROOM ENVIRONMENT As a graduate seminar, the classroom environment should be professional and respectful. Discussions should be based on course readings and critical thinking. Issues of policy can involve strongly held beliefs and current political controversies. Remember--your classmates may have different perspectives on issues than you, but they still deserve your respect. As another aspect of respect in the classroom environment, turn off or mute all phones and other communication devices during each class session. If you use your laptop in the classroom, limit the usage of the computer to course-related reasons (i.e., taking notes). EXTENSIONS Timeliness is extremely important in graduate work, and extensions will only be available during personal emergencies. Students who need to request an extension should discuss the matter in advance with the professor. If an extension is granted, the work must be submitted within the extension period to avoid grade penalties. Unexcused delays in submission of the paper will result in a deduction of half of a letter grade for each day the paper is late, while unexcused delays in presentations will result in a deduction of half a letter grade for each class meeting the presentation is late. EMERGENCY PREPAREDNESS Information about the status of the campus is available at http://www.umd.edu/emergencypreparedness/. If the campus is closed, please make sure to stay safe. Information about possible rescheduling of course activities will be provided via e-mail once the campus has reopened. COURSEEVALUM Participation in the evaluation of courses through CourseEvalUM is a responsibility that students hold as members of our academic community. Student feedback is confidential and important to the improvement of teaching and learning at the University. Please go directly to the website (www.courseevalum.umd.edu) to complete the evaluations at the end of the semester.

10

COURSESCHEDULETopicsandDeliverableslistedforsessionsareonlyguidelines.Session Date TopicsandDeliverables1 Aug.29-

Sep.4 Introduction Definitions,Context,AnalyticProcess StudentIntroductions

ReviewSyllabus:Withinthecourse,thefollowingprofessionalcompetencieswillbeaddressed:▪ Techniquesfordevelopingexpertknowledgeinthebusiness

interestsofanorganizationorclientandthe"best"informationresourcesforthatcontext

▪ Acquisition,verification,analysis,presentationanddisseminationofcompetitiveintelligence

▪ EvaluationofCIservices,customersatisfaction,andimpactonthebottomlineoftheorganization.

IntrotoCI:History,Concepts,Definitions,Espionage,EthicsLegal&ethicalaspectsofcompetitiveintelligenceincludingtheSCIPCodeofEthicsTheknowledgebaseandtheoreticalframeworkforthecoursecontentderivesfromthefollowingliterature:

▪ KnowledgeManagement:Toolsandtechniquesforknowledge

acquisition,assessment,evaluation,managementandorganizationanddissemination.ExplicitKnowledge,TacitKnowledge,Maps

▪ InformationPolicy:Role,organizationandeffectofinformationserviceswithintheorganization.FOIA,CEA,US/globalissues

▪ ProjectManagement:Managingpeople,technology,andprocessesforsuccessfulprojectmanagement.Requirements,Scope,Deliverables,Budget,ROI

Text:Chapters1and2

2. Sep.5-Sep.11 IndustryAnalysis,CompetitivePositioning,Communicating

Results,andFAROUTMethod

11

Informationcollection(i.e.,environmentalscanning)–primary,secondary,andhumanresourcesincludingtheartofelicitation

Chapters3,4,&5

▪ PostCIprojectproposals

3. Sep.12-Sep.18 ResourcesandSWOTAnalysis

Thefollowingcommercialsitesandassociationsitescontainavarietyofpracticalandhands-ontoolsandanalysistechniques.ThesesitescanprovidevaluableinsightintoCIconceptsandconsultingservices.

§ AssociationofIndependentInformationProfessionals

www.aiip.org§ Competiawww.competia.com§ CypherSystemswww.cipher-sys.com§ Fuld&CompanyInc.www.fuld.com§ SocietyofCompetitiveIntelligenceProfessionals(SCIP)

www.scip.org§ CIDivisionofSLAhttp://www.sla.org/division/dci/cihome.htm

Chapters6&7Discussion#1starts

4. Sep.19-

Sep.25 BusinessModelAnalysisandBenchmarkingIntroductiontoanalysis:Thethinkingprocess;issuesonperception;thememoryprocessandlimitations▪ InformationPolicy&ConductingCILegally▪ Privacy,Whoownstheinformation?▪ Governmentroles–Legalandregulatoryframeworks▪ InformationAccess,Internet,OtherSources▪ ValidationandVerification▪ Globalknowledgeinfrastructure▪ Forecastingthefuture

KnowledgeManagement:Anoverviewofthecoreknowledgemanagementprocessesandhowtheyrelatetothecompetitiveintelligencefunction,includingidentifyingsubjectmatterexperts,identifyingsourcesofintellectualcapitalandhowtobalanceaneedfornewprocesseswithrespecttotheorganizationalculture.

12

ProjectManagement:Managingpeople,technology,andprocessesforCIprojects▪ Methodology:Define,Design,Deliver,Assess▪ Deliverables:ScopeofWork,Budget,StatusReports,

Milestones,Change▪ Requests,ScopeCreep,CIReportandotherdeliverables

Chapters8&9Discussion#1ends

5. Sep.26-

Oct.2 CompetitivePositioningandCSFCommonfailuresinevaluatinghypothesis;biasesbasedonculture,organizationorself-interest

▪ LeveragingInformationTechnology▪ DataMining▪ ProductivityFactors▪ RunningaCIBusiness▪ CreatingaCIcultureandleveragingorganizationalknowledge▪ Humanfactorsandorganizationalresistance▪ Collaboration,PartneringTeamingSkills▪ TechnologyInfrastructure▪ Time&ProjectManagement▪ UserNeedsAssessmentandvalueoftheservices

Chapters10,11,&12Discussion#2starts

6. Oct.3-

Oct.9DrivingForcesandTimeLineAnalysis IntroductiontoPMIandprojectlifecycle

▪ PMIIntroductionandProjectCycle▪ Phase1-BusinessCaseforaCITeam▪ Internet/Intranet,Collection/Resources,Policiesand

Procedures,▪ ServicesOffered,Ethics▪ Phase2-EnvironmentalAnalysis▪ Usingsecondarysearchesandpublicfilingsmeansonlyto

identify▪ keyproducts,technology,processesandoperatingdetails

relative

13

▪ toyourassignedcompany/industry.▪ Goalistogainasolidunderstandingoftheindustry,ofthe▪ specificcompanyandtoidentifykeyproducts,trendsand▪ competitors.▪ Issues-ScopeCreep

Chapters13&14Assignment#1dueDiscussion#2ends

7. Oct.10-

Oct.16 EarlyWarningAnalysisandBusinessBlindspots Scientificallyrigorousanalysisonstructuring&strategies

▪ Presentresultsofresearchacrossavarietyofculturesandcontexts.

▪ Focusesonaudienceanalysisandadaptation,developingandorganizingideasandcreatingeffectivevisualmaterials.

▪ ProjectTeamPlanningSessionfor:o Phase3:DemonstratingValue-Performance

Measures,Analysis&Reporting

▪ Usingacombinationofsecondaryandprimaryresearchtechniques,identifykeycompetitivethreatsandcompetitiveopportunitiesforyourassignedcompany/industry.

▪ IdentifyspecificprimaryresearchroutesintothecompaniesusingsecondarymeansfromPhase2.

▪ Strategiccallingpointsclustermap(strategization)▪ Contactlistcompletewithcalldetails.▪ Contrastdatacollectionandvalidationtechniquesthatfailed

andthosethatsucceeded.Describewhyyoufeelthisoccurred.

▪ BuildingaCallStrategy▪ CIMaps

Chapters15,&16,Discussion#3startsPhase1outlineofCIprojectDue

8 Oct.17-Oct.23 IndividualExplorationPresentations

▪ CareerOpportunities&ResourceLinks

14

▪ CollectionMethods-DataCollection,AnalysisandVerificationTechniques

▪ SecondarySearches/OpenSources▪ Basicbusinessinformationsources▪ Multi-sourceapproach,Oralsources,FindingExperts▪ Findingbasiccompanyinformation▪ Publicfilings,MonitoringCompany&IndustryNews▪ PrimaryandSecondaryResearchTechniques▪ PublicversusPrivateCompanies

Chapter17Discussion#3ends

9. Oct.24- LinchpinAnalysis

Oct.30 CIProjectPhase2:EnvironmentalAnalysisTraditionalPartI:analyticalapproaches:strategicanalysisincludingPortersFiveForcesmodelandSWOTanalysis

▪ Readingtheenvironment▪ IndustryBackgroundandTrends▪ IndustryProfilingandSources▪ CompetitiveLandscape▪ Competitorprofiling▪ SWOTanalysisandgapanalysis▪ Financialanalysis.▪ Cultural,ethical,andlegaldifferences.▪ ElicitationTechniques▪ ProjectTeamPlanningSessionfor:▪ Phase4:StrategiesBriefingPresentation▪ ReviewLessonsLearnedandDeliverables▪ Selfandteamevaluationbyeachteammember▪ Methodsofdatacollectionandvalidation▪ PrimaryandSecondarySourceLists▪ StrategicCallingPoints-ClusterMap▪ ContactListandCallDetailSheetChapters18&19IndividualExplorationSubmissionDiscussion#4starts

10.Oct.31-Nov.6 McKinsey&SAnalysisandProductLine

TraditionalanalyticalapproachesPartII:Competitiveandcustomeranalysistechniquesincludingblindspotanalysis,

15

Porter’scompetitoranalysisframework,customervalueanalysis(CVA)

▪ CIBest&WorstCaseStudies-CaseDiscussions&Lessons

Learned▪ AnalysisandVerificationofData▪ Interactionbetweenthecollectionandanalysisphases▪ Methodstoanalyzecreatively,howtorecognizegapsand

blind-spots▪ FormulatingCIRecommendations▪ ProjectTeamConsultationforFinalPresentation:▪ Phase4:StrategiesBriefingPresentation▪ PracticeTeamPresentation▪ ReviewDeliverables

Chapters20,21&22Phase2outlineofCIprojectdueDiscussion#4ends

11.Nov.7-Nov.13 SERVOAnalysisandShadowing TraditionalanalyticalapproachesIII:Environmentalanalysis

techniquesincludingespeciallyissueanalysisSTEEPanalysisandscenarioanalysis

▪ Analysisofopportunitiesandthreatsfacedbyorganizations

andtheirrelatedstrategicandtacticaldecisions.▪ Howenvironmentalforcesinfluencethesuccessorfailureofa

strategicplanandhowtouseintelligencetechniquestounderstandtheseforces

▪ Counterintelligenceandsecurity

Chapters23&24Discussion#5startsAssignment#2DueCaseStudydue

12. Nov.14-Nov.20 SCMandOthers

▪ DiscussionofIssues▪ FutureofCIChapters25&26

16

Nov.23-27 THANKSGIVINGBREAK

13. Nov.28-Dec.4 TechnologyForecasting.Win-LossAnalysis

Chapters27,28&29 Assignment#3due Phase3outlineofCIprojectdue Discussion#5ends

14. Dec.5-Dec.11 Wrap-up

SubmissionofFinalCIProjectReport

17

Assignments,Deadlines,andPoints

Assignments Deadline Points1.Discussions:

Discussion#1 StartsonSept.12andendsonSept.25 5Discussion#2 StartsonSept.26andendsonOct.9 5Discussion#3 StartsonOct.10andendsonOct.23 5Discussion#4 StartsonOct.24andendsonNov.6 5 Discussion#5 StartsonNov.7andendsonNov.28 5

2.CaseStudy DueonNov.7 103.IndividualexplorationDueOctober24 104. SpecialAssignments:

Assignment#1 DueOctober3 10Assignment#2 DueNovember7 10Assignment#3 DueNovember28 10

5. CIProject:

Projectproposal DueSeptember11Phase1outline DueOctober10 Phase2outline DueOctober31Phase3outline DueNovember28Phase4:WRITTENREPORT DueDecember11 25

18

iSchool

University of Maryland Fall 2016

INFM 714 Competitive Intelligence Prof. T. Kanti Srikantaiah, Ph.D.

Assignment #1: Prospect Research

Recently, a new interdisciplinary field has emerged and has grown exponentially within a short period of time in both for profit sectors and not for profit sectors. Several billions of dollars are already invested in this new area. The field emphasizes capturing strategic information, analyzing markets, designing databases, developing document repositories, developing policies at the macro as well as at the micro levels and establishing procedures. In addition, it involves a thorough understanding of enabling systems and technologies and diverse ingredients of the business processes, including human psychology to motivate staff and stakeholders to contribute to the enterprise. Your university, powerfully situated to take advantage of these developments, has decided to explore the possibility of a new academic program at both undergraduate and graduate levels. Since the field is interdisciplinary, the university has established a committee of experts drawn from various schools and departments of the university to submit a proposal, focusing on plans (short term and long term) and resources required. When the committee submitted the proposal, the Board unanimously approved the proposal with one condition: the new program should operate on a self sufficient basis. The program should generate funds to initiate the program and to cover the cost of the program on an on going basis. The Board has also informed the University Fund Raising Unit to give the necessary support for the schools and departments in raising funds. You have been hired as a competitive intelligence professional to address the fund raising issue. Develop a detailed methodology to assist the university to raise sufficient funds to launch the new program and to sustain the program. Report should not be more than 4 pages. Due October 3

19

UniversityofMarylandiSchoolFall2016

INFM714Prof.T.KantiSrikantaiah,Ph.D.

Assignment#2:SWOTAnalysis

SWOTprovidesaclearunderstandingofStrengths,Weaknesses,Opportunities,andThreatsinanorganization.Itisaneffectivewayofexaminingthosefourareastostrengthentheorganization.Itwillprovideablueprintpointingoutwheretheorganizationisstrongandwheretheopportunitiesexisttocapitalizethosestrengths.Theanalysiswillalsorevealwhatareasintheorganizationareweakandneedtobeaddressedtoimprovetheexistingcondition.Theanalysiswillalsocautiontheorganizationthethreatstowatchoutpointingoutwhatneedstobedoneinordertosustain.Thepurposeofthisexerciseistogather,analyzeandcriticallyevaluateinformationtoassistinallareasofdecision-making.Thisexerciseisparticularlyusefulinthestrategicplanningarea.Foryourclassproject,carryoutaSWOTanalysiscollectinginformationtoquestionssuchas(dependingontheproject,youmayliketoaddyourownquestions): - Whatarethepositivecharacteristicsandadvantages? - Howdoinsidersperceivestrengths? - Howdooutsidersperceivestrengths? - Whatarethenegativecharacteristicsanddisadvantages? - Whatinsidersthinkasweaknesses? - Whatoutsidersthinkasweaknesses? - Whatareasshouldbeavoided? - Whatopportunitiesexisttoimprove? - Whattrendscanbefollowedtobenefit? - Whatfactorsblocktheprogress? - Howarethecompetitorsdoing? - Istechnologyaffectingtheestablishment? - Docash-flowproblemsexistandaffectingthegrowth? - Doweaknessesaffectperformance? - Etc.Usingthematrixprovidedintheattachment,documentstrengths,weaknesses,opportunitiesandthreatsofyourproject.Basedonthestatementsyoumadeonthematrix,discusstheissuesinanarrativeformrelatedtostrengths,opportunitiesweaknesses,andthreats.YoucanintegrateyourSWOTanalysisintoyourfinalprojectreport.DUENovember7

20

Attachment

SWOTAnalysis

Assignment#3:DevelopanEnvironmentalScanningAnalysisReport

Thisassignmentwillserveasapracticallearningexperienceinunderstandingvariousissuesinenvironmentalscanningattributedtocompetitiveintelligence.Studentsareencouragedtoworkinteamstogetbetterrewards.Twoscenarios:1. Managementhasaskedyoutolookintoaspectsofforminganenvironmentalscanning

functionintheorganization.Specifically,youneedtoaddress:

♦ HowdoyouexplainESanditsrelationshiptotheorganization?♦ WhatwouldtheEScharterobjectivesbe?♦ Howwillthisnewfunctionbenefittheorganization?♦ WhereshouldtheESfunctionbeplacedintheorganization?♦ Whatresourcesareneeded?♦ Howdoyoujustifycosts?

2. Yourfirmplanstoinvestinoneofthefollowingcompanies:

♦ Healthcareindustry♦ Automobileindustry♦ Insuranceindustry♦ Publishingindustry♦ Telecommunicationstechnology

Usingacombinationofsecondaryandprimaryresearchtechniques,identifykeycompetitivethreatsandcompetitiveopportunitiesforyourfirmindealingwiththeseindustries.Scantheenvironmentandproduceabriefingreportforthetopmanagementforaction.Yourreportshouldincludetheindustrybackgroundandtrendsandcompetitivelandscape.

StrengthsWeaknessesOpportunitiesThreats

21

iSchool

UniversityofMaryalndFall2016

INFM714:CompetitiveIntelligenceProf.T.KantiSrikantaiah,Ph.D.

Assignment#3:DevelopanEnvironmentalScanningAnalysisReport

Thisassignmentwillserveasapracticallearningexperienceinunderstandingvariousissuesinenvironmentalscanningattributedtocompetitiveintelligence.Studentsareencouragedtoworkinteamstogetbetterrewards.Twoscenarios:1. Managementhasaskedyoutolookintoaspectsofforminganenvironmentalscanning

functionintheorganization.Specifically,youneedtoaddress:

♦ HowdoyouexplainESanditsrelationshiptotheorganization?♦ WhatwouldtheEScharterobjectivesbe?♦ Howwillthisnewfunctionbenefittheorganization?♦ WhereshouldtheESfunctionbeplacedintheorganization?♦ Whatresourcesareneeded?♦ Howdoyoujustifycosts?

2. Yourfirmplanstoinvestinoneofthefollowingcompanies:

♦ Healthcareindustry♦ Automobileindustry♦ Insuranceindustry♦ Publishingindustry♦ Telecommunicationstechnology

Usingacombinationofsecondaryandprimaryresearchtechniques,identifykeycompetitivethreatsandcompetitiveopportunitiesforyourfirmindealingwiththeseindustries.Scantheenvironmentandproduceabriefingreportforthetopmanagementforaction.Yourreportshouldincludetheindustrybackgroundandtrendsandcompetitivelandscape.

Preparereportsonbothscenarios.DUEONNOVEMBER28A

22