Competitive intelligence for the competitive edge Book

	Preface	vii
	Acknowledgments	xi
1	Competitive Intelligence in a New Competitive Environment	1
2	Competitive Intelligence in a Marketing Research Context	21
Example 2-1	Evaluating and Quantifying Market Potential	24
Example 2-2	Evaluating the Effectiveness of a Competitor's Advertising	29
Example 2-3	Giving Business Away	32
Example 2-4	Intelligent Information in Cross Tabulations	37
3	Integrating Competitive Intelligence and Customer Satisfaction Research	45
Example 3-1	Detecting and Combating Changes in a Competitor's Marketing Strategy	48
Example 3-2	Profiting from Competing Products	52
Example 3-3	Quadrants and Gaps	55
Example 3-4	Event-Driven Satisfaction Research	71
4	Competitive Benchmarking	81
Example 4-1	Exploring Company Web Sites	88
Example 4-2	Benchmarking Research and Development Expenditures in the Cosmetic Industry	94
Example 4-3	Benchmarking Selling and Distribution Expenses in the Greeting Card Industry	105
Example 4-4	Designing and Interpreting Telephone Surveys to Obtain Benchmarking Information	116
5	Analyzing Text Data to Gain a Competitive Advantage	123
Example 5-1	Educating the Potential Customer	128
Example 5-2	Adapting Messages to Changing Times	144
6	Competitive Intelligence in a Strategic Environment	151
Example 6-1	The Electric Industry: No Longer Business As Usual	154
Example 6-2	Prospering in a New Business Environment	164
Example 6-3	The Demise of Centerior Energy	187
7	Reacting to an Unexpected Event	199
Example 7-1	A Strategic Focus on Growth	207
Example 7-2	Initial Analysis of an Unexpected Event	212
Example 7-3	Ongoing Monitoring Following an Unexpected Event	224
8	Competitive Intelligence as a Multifaceted Process	235
Example 8-1	Identifying a New Competitive Threat	239
Example 8-2	Strategy Development	254
9	Competitive Intelligence from a Global Perspective	277
10	Counterintelligence: The Other Side of the Competitive Intelligence Coin	295
Example 10-1	Enforcement of the Economic Espionage Act	304
	Bibliography	309
	Index	313