Biotechnology in Practice > L8 Competitive Intelligence > Flashcards

L8 Competitive Intelligence Flashcards

(25 cards)

Study These Flashcards
1
Q

Competitive Intelligence (CI)

A

Finding your place in the world:

  • how do you fit in?
  • what is around you?
  • are there threats, opportunities or changing circumstances?

The identification, collection, understanding and interpretation of information about your business, your competitors and the environment in which you are (or will be) operating

CI should be an embedded activity in any business

CI is an ongoing process

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2
Q

How do you find your place?

A
  1. work out where you are
  2. work out where the rest of the world is
  3. work out your relevance to the rest of the world (commercial context)
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3
Q

CI Paradox

A
  • many global 1000 companies don’t have full-scale CI units
  • most global 1000 executives believe the success depends on:
    1. looking ahead
    2. first mover advantage
    3. strategic flexibility and manoeuvring
  • so most companies are simply not doing enough of what they think they should be doing
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4
Q

Secondary vs Primary research

A

see onenote

Secondary

  • published data
  • internal e.g. sales reports
  • external e.g. internet searching

Primary

  • unpublished data
  • specialised CI technique e.g. focus groups, interviews
  • feedback from sales representatives
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5
Q

CI vs Industrial Espionage

A

CI is the legal gathering of info.

Industrial Espionage is the illegal gathering of info.

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6
Q

Secondary vs Primary research table

A

see onenote

  1. time
  2. cost
  3. labour
  4. limitations
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7
Q

Quantitative vs Qualitative Research

A

Quantitative

  • numerical measurements
  • stats, surveys, data

Qualitative

  • people’s opinions, underlying feelings and behaviours
  • understanding of what people want or need and why people do certain things
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8
Q

Some basic CI rules

A

see onenote

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9
Q

CI occurs at all stages e.g. uni research vs corporate research

A

see onenote

Uni research - to get competitive intelligence

  • Read all the papers that come out in your area
  • Go to conference
  • Talk to people
  • Narrow focused competitive intelligence, people just don’t refer to it that away

Corporate research
- Market environment is also important therefore, competitive intelligence is seen as more important than in uni research

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10
Q

Databases - What is the disease? (Using Arthritis as an example)

A
  1. Medscape
  2. Australian Institute of Health and Welfare
  3. Burden of disease
  4. Google
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11
Q

Patent World Database

A

see onenote

  • free online patent searching
  • patent attorney firm has professional subscription databases, understands patent searching and understands FTO
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12
Q

Databases - What’s already out there?

A

See onenote

  • FDA
  • PhRMA
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13
Q

Databases - Regulations

A

see onenote

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14
Q

Business Information

A
  • industry publications
  • subscription newsletter
  • subscription database e.g. Cortellis, UoM library
  • subscription alerts
  • conferences
  • scientific literature
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15
Q

CI Pyramid

A

see onenote slides

  1. Recommendations
  2. Analysis of Data
  3. Sources of Data
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16
Q

Competitor Analysis

Study These Flashcards
A

see onenote slides

17
Q

Short term vs long term CI

Study These Flashcards
A

see onenote

Short term
- strong focus on market and competitor’s products and the immediate revenue of the company

Strategic CI (long term)
- detects weak signals and trends very early so future risks and opportunities can be managed and controlled
18
Q

Simple but highly useful analyses

Study These Flashcards
A

see onenote

  1. Strengths
  2. Weaknesses
  3. Opportunities
  4. Threats
19
Q

Other factors to consider

Study These Flashcards
A

see onenote

  1. political
  2. economical
  3. social
  4. technological
20
Q

How to perform CI well

Study These Flashcards
A

see onenote diagram

21
Q

Why commercial intelligence?

Study These Flashcards
A

see onenote

  1. play the game better
  2. play the game differently
22
Q

Who’s job is it?

23
Q

How good CI can keep you ahead of the competition - example

24
Q

Good CI is essential to

25
Digest and Analyse Data
See onenote CARSA
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