The Handbook of Market Intelligence Understand, Compete and Grow in Global Markets

by Hedin, Hans; Hirvensalo, Irmeli; Vaarnas, Markko

• ISBN13: 9781119993643
• ISBN10: 1119993644
• Format: Hardcover
• Copyright: 2011-11-07
• Publisher: Wiley

Summary

This resource gives readers a step-by-step roadmap for establishing, conducting, and further developing competitor intelligence programs within an organization, turning market data into actionable insights. It is full of best practice advice based on hundreds of real-life international case studies. The material is backed up by extensive global survey data, providing readers with benchmark data on how intelligence programs are being organized, operated, and resourced worldwide. From the vast amount of examples, the authors have distilled Six Key Success Factors for organizing future-oriented corporate intelligence programs.

Author Biography

Hans Hedin has a strong track record in the area of Market / Competitive Intelligence consulting. He spends most of his time advising companies on setting up and further developing their corporate intelligence programs, while being a recognized speaker and workshop leader in the field of strategic Market Intelligence. He runs Market Intelligence (MI) Programs, Scenario Analysis workshops and Intelligence Analysis training & coaching at GIA.  Mr. Hedin joined Global Intelligence Alliance in 2003, having previously worked in the consulting and banking industries and in the public sector.

Irmeli Hirvensalo joined GIA in 2001as an Analyst and has more recently held the positions of Senior Consultant, Director, Strategic Marketing and Director, Human Resources in the company.  She has presented and lectured about Market Intelligence topics to both companies and academic students. From early on, Hirvensalo has been part of the team producing the GIA White Paper series that is very much at the core of the company’s consultative approach to MI.

Markko Vaarnas is the CEO and co-founder of GIA Group, founded in 1995, and has been responsible for the general management and international business development of the group since the beginning.  He has steered the development of the company from the ground up to an organization with  offices around the world. Vaarnas is a frequent presenter at international seminars and training events, while also leading consulting projects in Europe, USA and Asia.

Table of Contents

About the Authors	p. xi
About Global Intelligence Alliance	p. xi
Market Intelligence In Global Organizations
Market Intelligence: Drivers and Benefits	p. 3
Market Intelligence in Global Organizations: Survey Findings in 2011	p. 21
Road map To World Class Market Intelligence
Key Success Factors ofWorld Class Market Intelligence	p. 39
Intelligence Scope - Determining the Purpose, Target Groups, and Focus Areas of an Intelligence Program	p. 49
Intelligence Process - Turning Random Data into Meaningful insight	p. 63
Intelligence Deliverables - Building a High-Impact Market Intelligence Product Portfolio	p. 73
Intelligence Tools - Collecting, Storing, and Communicating Intelligence	p. 87
Intelligence Organization - The People and Resources that Generate the Impact	p. 99
Intelligence Culture - Engaging the Organization in Market Intelligence	p. 115
Market Intelligence For Key User Groups
Market Intelligence for Current Awareness Across the Organization	p. 127
	p. 141
Market Intelligence for Marketing, Sales, and Account Management	p. 159
Market Intelligence for Innovation and Product Life Cycle Management	p. 171
Market Intelligence for Supply Chain Management	p. 185
Developing World Class Market Intelligence Programs
Implementing Market Intelligence Programs	p. 199
How to Develop an Existing Market Intelligence Program for Greater Impact	p. 209
Trends in Market Intelligence Towards 2015	p. 223
Index	p. 237
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