Details

<p>Preface to the Second Edition vii</p> <p>About the Authors ix</p> <p>About Global Intelligence Alliance xi</p> <p><b>Part 1 Market Intelligence in Global Organizations 1</b></p> <p>1 Market Intelligence: Drivers and Benefits 3</p> <p>2 Market Intelligence in Global Organizations: Survey Findings in 2013 21</p> <p><b>Part 2 Roadmap to World Class Market Intelligence 51</b></p> <p>3 Key Success Factors of World Class Market Intelligence 53</p> <p>4 Intelligence Scope – Determining the Purpose, Target Groups, and Focus Areas of an Intelligence<br /> Program 63</p> <p>5 Intelligence Process – Turning Random Data into Meaningful Insight 77</p> <p>6 Intelligence Deliverables – Building a High-Impact Market Intelligence Product Portfolio 87</p> <p>7 Intelligence Tools – Collecting, Storing, and Disseminating Intelligence 101</p> <p>8 Intelligence Organization – The People and Resources that Generate the Impact 115</p> <p>9 Intelligence Culture – Engaging the Organization in Market Intelligence 131</p> <p><b>Part 3 Market Intelligence for Key User Groups 141</b></p> <p>10 Market Intelligence for Current Awareness Across the Organization 143</p> <p>11 Market Intelligence for Strategic Planning 157</p> <p>12 Market Intelligence for Marketing, Sales, and Account Management 175</p> <p>13 Market Intelligence for Innovation and Product Life Cycle Management 189</p> <p>14 Market Intelligence for Supply Chain Management 203</p> <p><b>Part 4 Developing World Class Market Intelligence Programs 215</b></p> <p>15 Implementing Market Intelligence Programs 217</p> <p>16 How to Develop an Existing Market Intelligence Program for Greater Impact 227</p> <p>17 Demonstrating the Impact of Market Intelligence 241</p> <p>18 Trends in Market Intelligence 253</p> <p>Index 267</p>

<p><b>Hans Hedin</b> 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.</p> <p><b>Irmeli Hirvensalo</b> worked for GIA during the years 2001-2012 in a variety of positions ranging from process consulting and analysis to sales and strategic marketing. She is a regular presenter and lecturer about Market Intelligence topics in both commercial seminars and academic institutions. Since 2012, Hirvensalo has been developing MI processes as Market Insights Manager at Ahlstrom Corporation, a global high performance materials company. <p><b>Markko Vaarnas</b> 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.

<p>Global companies spend millions of dollars on conducting Market Intelligence each year. Yet only 10% have achieved Market Intelligence capabilities that are truly world class. Such companies enjoy much higher efficiencies in decision making and strong return-on-investment on their Market Intelligence budgets. </p> <p>What are their secrets? What can the other 90% do in order to ensure they have their Market Intelligence scope, processes, deliverables, tools, organization and culture right? <p>Get an insider’s look at how the world’s best international companies use Market Intelligence. This book provides over 40 enlightening case studies from companies such as Cisco Systems, ABB, Dunkin’ Brands and Statoil, as well as findings from two global surveys on Market Intelligence programs and trends. It also features a step-by-step roadmap to help companies raise their intelligence ambitions, by using the six Key Success Factors outlined in the World Class Market Intelligence Framework developed by the authors. <p>Readers will be able to implement the practical ideas immediately and drive the systematic development of their own world class market intelligence functions – as well as benchmark their own results against global best practices. <p>This second edition of <i>The Handbook of Market Intelligence</i> features the most recent, 2013 Global MI Survey results, a review of the latest developments in MI software tools, and an entirely new chapter about demonstrating the impact of MI on business success.

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