challenges with competitive intelligence in swedish organizations
TRANSCRIPT
Johan [email protected]
Lars [email protected]
Results from a survey October 2014
Challenges with competitive intelligence in Swedish organizations
Competitive Intelligence (CI)
Competitive intelligence is a systematic process for monitoring and analysis of the external world from the perspective of an organization and how to gain strategic insights from such study.
Note: ”competitive” is here understood in its most general sense, taking into account ”any related external event” for an organization.
Background and purpose• CIBAS – studies of “social CI”– CI and collaboration / CI networks
• Survey October 2014 – Challenges of organization using CI
• Responders from Swedish organizations– Various positions from various industries– 157 respondents (of 3533, answer ratio 4%)– 137 different Swedish organizations
• A new survey is planned this fall (2015)
About the survey• 14 questions• 3 sections– Basic characteristics (3 questions)– Background factors (6 questions)– Challenges (4 questions)
• Single and multiple choice questions• Anonymous answers
Profession of respondents
157 respondents
Industry of respondents
137 different organizations
6 background factors of CI • Organizational
1. Revenue2. Time since start of CI program (in years)
• Community3. Number of CI contributors4. Number of users of CI deliverables
• Networking 5. Geographic spread of CI networks6. Type of business relations
Time since start of CI (program)
Time since start of CI vs. annual revenueAd hoc1-5 years> 5 years
CI contributors and CI usersCI contributorsCI users
4 types of challenges
CI programCI network
CI content CI tools
Challenges with CI content
Challenges with CI content
CI content challenges vs. background factors
Number of CI contributors• Achieve a well-structured
organization of user-selected content
• Produce high quality deliverables
Number of CI users• Make useful interpretation and
analysis of content• Achieve a well-structured
organization of user-selected content
Number of CI contributorsAll other challenges!
Number of CI users• Find relevant information
when it is needed• Make the reliability of
content clear• Make content readable and
easy to understand
Increasing with factor Decreasing with increasingfactor
Challenges with CI tools
Challenges with CI tools
CI tool challenges vs. background factors
Number of CI contributors• To find tools that are easy to
use• That users do not know what
to do with resultsNumber of CI users• Get users to spend enough
time using the CI tools• Be able to use several tools
and platforms integrated
Number of CI contributors• Get users to spend enough
time using the CI tools• Find tools that are engaging
to useNumber of CI users• Find tools that are easy to
use• Find tools that are engaging
to use
Increasing with factor Decreasing with increasingfactor
Challenges with CI networking
CI network challenges vs. background factors – Top 1
Revenue & number of CI contributors
Connect different units in a cross-functional way
Time since start of CITurn shared insights into profitable business activities
Geographic spread of CI networksGet people to contribute in the discussion
Revenue & geographic spread of CI networks
Iden tify trig ger events or op por tunities
Time since start of CICreate time for discussion for the participants
Number of CI contributorsTurn shared insights into profitable business activities
Increasing with factor Decreasing with increasingfactor
Variable
CI network challenges vs. business relations – Top 1 difference
Stable
AdaptiveInfluential
Few Many
Turn shared insights into profitable business activities
Create time for discussion for the participants
VS.
VS.
VS.
Turn shared insights into profitable business activities
Formulate a long term community purpose and strategy
Create time for discussion for the participants
Turn shared insights into profitable business activities
Challenges with CI programs
CI program challenges vs. background factors – Top 1
Revenue & Geographic spread of CI
Transform insights to business value
Time since start with CI & number of CI contributors
Integrate CI within the organization
Revenue & Geographic spread of CI
Formulate a conceptual model for CI
Time since start with CIFormulate a long term CI strategy
Number of CI contributorsTransform insights to business value
Increasing with factor Decreasing with increasingfactor
Summary of most frequent challenges – Top 3
CI program1. Transform insights into
business value 2. Integrate CI in the
organization 3. Formulate a long-term CI
strategy
CI content1. Useful interpretation and
analysis of content2. Find relevant information
when needed3. Well-structured
organization of user-selected content
CI tools1. Find tools that are easy to
use 2. Get users to spend time
using the tools3. Find tools that are
engaging to use
CI network1. Turn shared insight into
business value2. Connect units in cross-
functional ways3. Create time for
participation