John F. Prescott & Stephen H. Miller 
Proven Strategies in Competitive Intelligence 
Lessons from the Trenches

Tested-in-the-trenches competitive intelligence techniques used
at today’s top companies

This book brings together the best thinking and practices in
competitive intelligence (CI) currently being used at many of
today’s most successful companies. Featuring contributions from
leading industry executives, it covers CI strategies across a wide
range of business functions, including marketing and sales, market
research and forecasting, product development, and teams.

* The only book on the subject offering a comprehensive view of
CI, from the CEO down to the tactical CI team

* Numerous case studies vividly illustrating cutting-edge CI
techniques in action

Cuprins

Preface: Corporations Get Smart (S. Miller).

Introduction: Competitive Intelligence–Lessons from the Trenches
(J. Prescott).

COMPETITIVE BUSINESS INTELLIGENCE: CORPORATE CASE STUDIES.

Competitive Intelligence at Procter & Gamble (J. Pepper).

Shaping a Corporate Competitive Intelligence Function at IBM (L.
Behnke & P. Slayton).

CI and KM Convergence: A Case Study at Shell Services International
(B. Breeding).

Competitive Intelligence at Lexis-Nexis (H. Gieskes).

CI at Avnet: A Bottom-Line Impact (J. Hovis).

Competitive Intelligence at Xerox (J. Vezmar).

Nutra Sweet Faces Competition: The Critical Role of Competitive
Intelligence (R. Flynn).

Competitive Intelligence at Motorola (R. Galvin).

Competitive Intelligence in Business Process Engineering: A Study
at Digital Equipment Corporation (L. Kennedy).

Understanding the Competition: The CEO’s Perspective (M. Downham,
et al.).

Developing a World-Class CI Program in Telecoms (S. Marceau &
K. Sawka).

Small but Powerful: Six Steps for Conducting Competitive
Intelligence Successfully at a Medium-Sized Firm (A. Berger).

Leveraging Information for Action: A Look into the Competitive and
Business Intelligence Consortium Benchmarking Study (J. Prescott,
et al.).

Organizing the Competitive Intelligence Function: A Benchmarking
Study (C. Lackman, et al.).

‘TAP-IN’ to Strategic and Tactical Intelligence in the Sales and
Marketing Functions (C. Miree & J. Prescott).

Key Intelligence Topics: A Process to Identify and Define
Intelligence Needs (J. Herring).

COMPETITIVE TECHNICAL INTELLIGENCE.

Scenario Analysis and Early Warning Systems at Daimler-Benz
Aerospace (F. Tessun).

CTI at Applied Biosystems: Attracting, Monitoring, and Exploiting
Technology-Based Opportunities (T. Budd).

Benchmarking the ‘External Technology Watching’ Process: Chevron’s
Experience (D. Ransley).

Past, Present, and Future Directions for Technical Intelligence (W.
Rosenkrans).

Starting a Competitive Technical Intelligence Function: A
Roundtable Discussion (P. Bryant, et al.).

Appendix: CI-Focused Organizations Referred to in This Book.

Index.

About the Editors.

Despre autor

JOHN E. PRESCOTT, Ph D, is Professor of Business Administration at
the Joseph M. Katz Graduate School of Business, University of
Pittsburgh, and Executive Editor of Competitive Intelligence
Review. He is the content expert for CI benchmarking studies
conducted by the American Productivity and Quality Center.

STEPHEN H. MILLER is Managing Editor of Competitive Intelligence
Review and Editor-in-Chief of Competitive Intelligence Magazine,
published by the Society of Competitive Intelligence
Professionals.

With nearly 7, 000 members, the SOCIETY OF COMPETITIVE INTELLIGENCE
PROFESSIONALS (SCIP) is the premier community for professionals
worldwide who are interested in this field. In addition to its
peer-reviewed journal, SCIP sponsors several publications,
including a newsletter and a magazine, as well as numerous
seminars, conferences, and www.SCIP.org