By Chris West (auth.)
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Press stories all too frequently elevate the most innocuous intelligence-gathering exercise to the equivalent of a spy ring organised by the former Stasi. Unfortunately the broader community that often aligns itself with the provision of competitive intelligence sometimes gives them cause to do so. The temptation to initiate a programme of industrial espionage is strong amongst those with low ethical standards or whose need is so great that they are prepared to ignore their usual scruples. Competitive intelligence stands a reasonable chance of obtaining the data that are required but in many cases those that practise industrial Intelligence 23 espionage can almost guarantee that they will be able to obtain what is required.
COMPETITOR-AWARE COMPETITOR-SENSITIVE COMPETITORINTELLIGENT Figure 2 The path to competitive intelligence The Development of Competitive Intelligence 27 They seek to copy what they perceive to be the best of their competitors' practices. There is nothing wrong with emulation as a business process, providing it is factually driven using techniques such as reverse engineering and competitor benchmarking, but it represents a very limited application for data that can be derived about competitors' activities.
As managers become regular users of intelligence and intelligence becomes embedded in their decision-making process the task of defining what is required becomes considerably easier.
Competitive Intelligence by Chris West (auth.)
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