Using the Web for Competitive

Intelligence Gathering
- Overview Dr. Ahmed Nassar
2015 / 2016

Internet Sources for CI

Hoovers Online service (Directory information)

- Company profiles and financial information are available from 12 million public
and private companies from over 300 industries (http://www.hoovers.com/)
Dr. Ahmed Nassar

Using the Web for CI Gathering

Internet Sources for CI

Chatrooms, Listservs, and Newsgroups
Discussion groups cover the gamut of interests and what
people say in these virtual spaces can be relevant to
companies
- Employees discussing their work may reveal useful
details about their companies and their technologies
- Customers may complain about the service they
received from a certain company and the quality of
the product. These sites can be monitored for
relevant information
Dr. Ahmed Nassar

Using the Web for CI Gathering

Internet Sources for CI

The government is the largest producer of free information in the U.S.
Firstgov
- Official government portal to government information,
services, and online transactions; its search engine searches
across all government websites, making it easier to find
government information (http://www.firstgov.gov/)
U.S. Securities and Exchange Commission website provides
Company financial data (http://www.sec.gov/)
U.S. Patent and Trademark Office website can be used to search
for patents and trademark information (http://www.uspto.gov/)
Library of Congress Thomas site searches Congressional
legislation and proceedings dating back to the 1700s
(http://thomas.loc.gov)
Dr. Ahmed Nassar

Using the Web for CI Gathering

Internet Sources for CI

Scientific and technical research information is also
available from government agency websites
(citations, full-text documents, fact sheets, etc.)
DoDs Defense Technical Information Center
(http://www.dtic.mil/)
DOEs Office of Science and Technology
Information and Resources
(http://www.osti.gov/)
NIHs National Library of Medicines
MedlinePlus
(http://www.nlm.nih.gov/medlineplus/)
Dr. Ahmed Nassar

Using the Web for CI Gathering

Internet Sources for CI

NASA Scientific and Technical Information Program Office

(http://www.sti.nasa.gov/)
Dr. Ahmed Nassar

Using the Web for CI Gathering

Internet Sources for CI

NASAs Technical Reports Server

(http://techreports.larc.nasa.gov/cgi-bin/NTRS)
Dr. Ahmed Nassar

Using the Web for CI Gathering

A Word About Web Research

Great place to start

Information about companies of any size

Tables, charts, graphs, etc.

Several sources of quality information for free

With a number of shortcomings

Marketing tool for companies, offering subjective information

Small percentage of information on web is indexed

Difficult to search for subsidiaries, affiliates, etc.

Questionable accuracy/reliability (anyone can be a web publisher)

Validate and supplement with additional sources.

Dr. Ahmed Nassar

Competitive Intelligence Analyzing Your Competition

Primary Sources
(human sources)

Industry observers

Dr. Ahmed Nassar

Researchers
Industry analysts
Stock analysts

Industry participants
Suppliers
Customers
Consultants
Competitive Intelligence Analyzing Your Competition

Primary Sources
(human sources)

Your sales force

Trade shows
go with a plan

Dr. Ahmed Nassar

Competitive Intelligence Analyzing Your Competition

10

Primary Sources
(human sources)

Competitors

Former employees

Dr. Ahmed Nassar

Within or outside your industry

Adherence to non-disclosure agreemen

Competitive Intelligence Analyzing Your Competition

11

Secondary Sources

Advertisements
Annual reports
Business credit reports
Company profiles
Help Wanted Ads
Foreign periodicals
Newspapers
Marketing literature
Legislative information
Patents and trademarks
Press releases
Speech transcripts
Trade publications
Whos Who and other biographical information

Dr. Ahmed Nassar

Competitive Intelligence Analyzing Your Competition

12

Conclusion
CI is available via legal and ethical means not spying
CI is critical factor in companys success strategic planning
and return on investment (ROI)
Internet and web-based products can enhance CI data collection
Advantages and disadvantages of relying on free versus fee
information for CI
Companies should capitalize on the accessibility of CI and
incorporate CI into strategic planning activities
Failure to utilize CI will result in missed opportunities and/or
unwelcome surprises
Dr. Ahmed Nassar

Using the Web for CI Gathering

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Thank You Very Much

Dr. Ahmed Nassar

Using the Web for CI Gathering

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