Summary of Competitive Intelligence

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Competitive Intelligence book summary


8 Overall

9 Applicability

9 Innovation

7 Style


The bad news is that many imaginative competitive intelligence techniques - those worthy of the movies and TV - are illegal or unethical. The good news is that you don’t need to violate laws or ethics to gather proprietary, sensitive information about your competitors. This book offers a somewhat scholarly but decidedly useful set of tips, tools and techniques. These resources belong in the arsenal of any competitive intelligence officer, or any businessperson - from a marketing researcher to a salesperson - who is interested in using the Web to learn what the competition could be doing. At a minimum, highly recommends reading this to learn about all you can easily, legally discover on the Web. It may open your eyes to the value of information and the need to protect your data. Of course, the Web changes quickly and some of the specific listings about search engines and techniques may be out of date already - but the general thrust of competitive intelligence is unlikely to change.

In this summary, you will learn

  • How the nuts, bolts and theory of competitive intelligence work;
  • Which resources of corporate information may be useful to you;
  • Why analysis is necessary to turn data into information; and
  • How to protect your information.

About the Author

Conor Vibert is an associate professor for business strategy at the Fred C. Manning School of Business at Acadia University in Wolfville, Nova Scotia.



The Nature of Competitive Intelligence
Dumpster diving, conducting interviews while misrepresenting one’s identity, planting concealed microphones and other questionable practices are not professional competitive intelligence techniques. Not only are such mechanisms illegal and unethical...

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