Download Slide 1

SLA 2007, DENVER, CO
Competitive intelligence
in Brazil
Gilda Massari Coelho
S&G Gestão Tecnológica e Ambiental
[email protected]
[email protected]
Industrial society
Knowledge society
Globalisation
New technologies
(ICTs)
Hypercompetition
Hyperinformation
New global
players (China)
1950
1960
1970
1980
Relative certainty
A forseeable world
1990
2000
2010
Uncertainty
A complex world
Based upon Salmon
& Linares, 1999.
BRAZIL
Industrial society
Knowledge society
Democracy
Open market
Globalisation
A dictatorship (1964-1985)
New technologies
(ICTs)
A nationalist government
A protected market
Hypercompetition
No real competition
Hyperinformation
New global
competitors
(China)
1950
1960
1970
1980
Relative certainty
A forseeable world
1990
2000
2010
Uncertainty
A complex world
Based upon Salmon
& Linares, 1999.
New information paradigm
From formal to informal
From past to future
From operational to strategic
Source: H. Dou
Competitive Intelligence
Systematic process of gathering, organizing,
analyzing and disseminating information
about the competitive environment to help
decision making and to reach the
organization goals.
Intelligence Model
Qualitative
Act
Intelligence
Knowledge
Information
Quantitative
Data
Know
Analize
Organize
Intelligence Model
Future knowledge (tacit)
Data
Information
Past knowledge (explicit)
Present
knowledge
Knowledge
sharing
Time factor
Explicit
knowledge
Time
Now!
Short term
Medium term
Long term
Competitive environment scanning
Tacit
knowledge
STRATEGIC INFORMATION: HOW DO THEY COME TOGETHER ?
Knowledge
Management
Organizational
Knowledge
Appropriation
Competitive
Intelligence
Competitive
Environment
Scanning
Foresight
Future
Vision
Networks
Decision
Competitive Intelligece, Knowledge Management and Foresight
Past/
Present
Present/
Future
Knowledge
Management
Future
Organizational
Knowledge
Appropriation
Competitive
Intelligence
Competitive
Environment
Scanning
Foresight
Future
Vision
Networks
Decision
Identifying
and gathering
information
sources
Identifying
Intelligence
needs
Feedback
Planning and
coordinating
Disseminating intelligence
for decision and action
Gathering
Competitive Intelligence
Disseminating
Organizing
Analyzing
Creating intelligence
from information
Creating the
knowledge base
Based upon
J.Herrin
The intelligence value
Intelligence
value
=
Good evaluation
of intelligence
needs
X
Pertinence and
quality of
information
sources
Quality of
analysis
X
Dissemination
&
Feedback
X
Security
Source: Marti & Martinet
X
THE SITUATION IN BRAZIL IN MID 90`S
• Lack of data about CI
• Lack of dissemination among Brazilian firms
• Lack of research actvities
• Association to espionage and anti-ethic
practices
• Problems with the word “intelligence”
THE QUESTIONS
• How could we help Brazilian organizations to
use CI?
• What could be done in relation to human
resources training on CI ?
• How could we structure the contents of a
course on CI?
• How could we put together things that were
related to different knowledge fields:
management, information science,
marketing, information technology?
• Which previous experiences could help us?
HUMAN RESOURCES TRAINING
• The difficulty to define the model
• The difficulty to define the contents
• The difficulty to identify the teachers
• The difficulty to define the students profile
WHAT HAPPENED?
• In 1996, the National Institute of Technology - INT signed an
agreement of cooperation with the Marseille University and its
Centre de Recherches Retrospectives de Marseille - CRRM
(France), aiming to transfer the technology developed in the
area of competitive and technological intelligence to Brazilian
institutions and companies.
• The Marseille University and, in particular, the CRRM
received delegation from the French Government to constitute
a center of excellence in the area of competitive intelligence
and a PhD course has been offered since 1985.
A PROJECT FOR BRAZIL
• Creation of a center of excellence in Competitive Intelligence at
the National Institute of Technology to guarantee the
development of high level teaching and research.
• Implementation of CI courses, aiming to have CI knowledge
multipliers in the country.
• Stimulating research on CI to adapt it to Brazilian culture and
resources.
• Creation of a Brazilian intelligence network.
The project was carried out by the National Institute of
Technology, with the support of the Ministry of Science and
Technology, and by an agreement with Marseille University, in
France.
A PROJECT FOR BRAZIL
The project involved different types of organizations:
• Government: INT, IBICT, MCT
• Federal Universities: Rio, Bahia, Rio Grande do Norte, Minas
Gerais
• Industries: Petrobras, Telebras
• ONGs: FBTS
• Foreign experts: CRRM/Marseille University/France, Georgia
Tech/USA
INT/ UNIVERSITY OF MARSEILLE AGREEMENT
•
The activities contemplated in the INT/Aix-Marseille Univ. agreement
aimed at the improvement of CI in Brazilian organizations, and this
resulted in the elaboration of a project integrating INT and two
Brazilian companies: Petrobras and Telebrás.
•
The activities began in 1996 with the course of Strategic Information,
whose content was the same of the DEA offered by the CRRM, with
the participation of 12 professionals working for the three
organizations. This first course was given by French professors, who
taught to the Brazilian students CI methodologies and the usage of
tools developed by the CRRM for Competitive Intelligence and
Technological Watch.
•
From 1997 on the courses were given by Brazilian teachers – from
Brazilian Universities, Research and Development institutes and
firms – as well as French partners.
POST GRADUATION COURSE ON COMPETITIVE
INTELLIGENCE
• The creation of the Post Graduation Course on
Competitive Intelligence, in Brazil, is an excellent
example of networking.
• Network - “reseau de complices”, according to the
French author Jakobiak -, a group of people and
institutions with complementary abilities that
decided to work together in benefit of a common
goal: to spread the concepts and practices of
Competitive Intelligence, aiming to incorporate
them in Brazilian organizations management.
THE BENEFITS OF CI PROGRAM
• Post-graduation courses favor methodological aspects, but
they do not allow research development nor the direct
application of the results in industry.
• Specific agreements were made between INT, different
Brazilian universities and the University Aix-Marseille, so that
a research program involving academy and industry could be
developed in Brazil.
• The Brazilian students had to present a “memoire” (thesis) at
the same time practical and theoretical, preferably an
application or knowledge transfer to industry.
• This was a first step to research and PhD degree.
• On the other hand, the results of the works developed by the
Brazilian students were capitalized and disseminated by
Internet, which contributed to recognition CI in Brazil.
THE CI PROGRAME
Lato
sensu
Specialization 400 hours
Course
class
Stricto DEA (master) Thesis
sensu
PhD
Dissertation
INT + Brazilian
universities
Univ.Marseille
Univ.Marseille
CONTENTS OF CI POST-GRADUATION COURSE
Planning and Competitive
Strategies
Knowledge Management
•
•
•
•
• Strategic Planning
• Competitive Strategies
• Scenarios
Information and
Communication Systems
• Communication Systems
• Networks and Information
Systems
• Information Sources
• Patents and Intelectual
Property
Knowledge Management
Data bases
Datawarehousing
Data Mining
Competitive
Intelligence
Systems
• Trends in CI
• Intelligence Cycle
• Planning and
working with CI
• Marketing
Intelligence
• Technological
Intelligence
• Networking
Analysis
• Technology Opportunities
Analysis
• Competitor Analysis
• Benchmarking
INTEGRATION OF COURSE CONTENTS TO CI SYSTEM
• Networking
• Strategic Planning
• Competitive Strategies
• Scenarios
Planning and
coordinating
• Communication
Systems
Disseminating
• Technology
Opportunities Analysis
• Competitor Analysis
• Benchmarking
Competitive
Intelligence
Gathering
• Information Systems
• Information Sources
• Patents and Intelectual
Property
• Trends in CI
• Intelligence Cycle
• Planning and
working with CI
• Marketing
Intelligence
• Technological
Intelligence
Analyzing
Organizing
•
•
•
•
Knowledge Management
Data bases
Datawarehousing
Data Mining
Number of students 1996/2007
120
100
80
60
40
20
0
1996
1997
1998
1999
Post-Graduation
2000
DEA/MSc
PhD
2001
2002/2007
Courses organized by INT
Post Graduation
Course
Short
Courses
RESULTS
• The papers, books, articles, memoires, thesis and
dissertations written by the students, have
contributed for the creation of a Brazilian
bibliography on the subject, practically inexistent
before.
• Many students have presented papers in
congresses in the country and abroad, four books
have been published by former students, as a result
of works developed during the course.
• The Brazilian Association of Competitive
Intelligence Analysts – ABRAIC was created by
former students. It has, now, more then 600
members.
RESULTS
• Since 1997, conferences, seminars, workshops and
congresses have been organized by governmental
and private institutions.
• In 2003, the financing agency of the Ministry of
Science and Technology - Financiadora de Estudos
e Projetos / FINEP – launched the first prize for
innovation in CI.
CI TODAY
• The following universities offer post-graduation
courses focused or related to CI: CRIE/UFRJ,
Estácio de Sá, Cândido Mendes, in Rio de Janeiro;
IPEN, in São Paulo; UnB, in Brasília; PUC-PR, in
Curitiba.
• Short courses are offered by many institutions and
also as a component of Post-Graduation
Management Courses.
• Due to a mission change, decided by the Ministry of
Science and Technology in 2001, INT/IBICT/UFRJ
post-graduation course faced great difficulties and
has been discontinued since then.
CI TODAY
Nowadays there is a relevant number of firms using CI in Brazil.
A recent research* shows that:
•
The companies know and manage very well secondary sources
(newspapers, reports, data bases) and find it extremely necessary.
•
They have solid internal CI structures, with human resources
dedicated to CI activities.
•
They do not have a systematic evaluation of CI results.
•
The CI networks are still incipient.
•
The IT solutions are mainly based upon commercial software as
Access, Excel or Lotus Notes.
* L.Rangel, 2006. http://www.cortex-intelligence.com
CI TODAY
• A group of students/entrepreneurs at
Genesis Institute Incubator (Catholic
University in Rio) created the first Brazilian
system designed for CI: Cortex Intelligence.
• Former students developed different CI
applications: security, oil industry,
pharmaceutical, banking etc.
• Brazilian government is using more and
more foresight methodologies for long term
planning.
CONCLUSION
• The keyword for what happened in Brazil is
also the keyword for CI: NETWORKING.
• Without the willingness and sharing capacity
of so many people, nothing would have
happened.
• The results we have got must be shared
with a lot of people and that is what is
wonderful about it.
• Information in itself is not power. Sharing,
using wisely and putting into action makes it
powerful!
Thank you!
Gilda Massari Coelho
[email protected]
[email protected]