Competitive Intelligence is today viewed as a crucial competitive
tool for most businesses.
Most companies collect information about markets and competitors in some (ad hoc)
fashion. This, however, is not enough in most cases, since important changes and
trends often take place outside of the traditional search areas.
The conclusion is: A strategic, systematic, continuous and proactive gathering
and analysis of competitive intelligence is a necessary undertaking to retain
and strengthen a company’s competitive power.
Competitive intelligence (CI) aims to create a relevant foundation for a
company’s decision making as well as creating an image of the future by
gathering and processing external information. The seminar focus’s on creating
and raising awareness in companies of the need for CI, as well as providing
insights in the fundamentals of the CI process.
Emphasis is also given to the importance of viewing CI as a strategic process
that is strongly intertwined with the long-term goal and vision of the company.
Comparative results are analysed within and across firm types. Analysis is given
to the comparative scope, methodologies, and viewpoints of current corporate CI
practices. It has been indicated, for example, that larger firms are often more
likely than smaller firms to practice formal competitive intelligence.
The seminar provides practical guidelines as well as the pros and cons of using
the Internet as a source for data. Furthermore, the benefits of using the IRC
services as an integral part of a company’s CI process will be highlighted.
As a result of attending the seminar, the participant will be able to plan and
implement simple and straightforward information gathering and analysis
processes that will provide Competitive Intelligence and thus strengthen the
• Introduction to Competitive Intelligence
• Techniques and methodologies for collecting useful information
• Decoding and utilizing information
• Legal and ethical issues
• Developing in-house Competitive Intelligence procedures and
ISOPTT: Increasing the
SMEs Own Potential for