aUTHORED BY dR. tOM gROOMS
"The
Opening Story
The last three years
have found a lifetime hobby becoming a career in the form of the
How you think
about a problem is more important than the problem itself. Market intelligence
is not spying. It is the new management tool for competing, successfully and
achieving victory, in today's business world. "Market Intelligence"
is the newest buzzword among smart people in business intelligence, yet few of
us really know what it is. What does "market intelligence" imply? How
does it function? And how do we apply it to our organization?
In our
increasingly competitive market, market intelligence is as essential to
managing a successful business as it is to managing government. Basics remain
the same. In our information-driven world you need to know more than just your
adversaries' secrets. You need to know as much as possible about what is going
on in the mind of your adversaries, what is likely to go on throughout the
total environment in which business operates. Geopolitics and its kin science
and technology drive events. These are the forces that drive the world direction
in which you compete for advantage.
No longer does
the leading edge automatically go to whichever competitor has the rawest
strength. It can, also go, and increasingly is, to whichever competitor has the
best vision - the better grasp of what the key trends and developments are, and
how these trends and developments are affecting and will affect all competitors
in the framework of their total environment. Of course you want to know what
your adversaries' secrets are and what they are thinking. But in this world of
today, access to secrets simply is not good enough. It is nice, but not
sufficient. You need much, much more. And these additional needs have changed
the very definition and nature of business intelligence to the ethical practice
of market intelligence.
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