Effective Competitive Intelligence Techniques for Industrial Markets

Probing in the Dark

Richard Beswick
and
Stefan Binner
AG (Switzerland) and bms GmbH, Germany

INTRODUCTION

This paper describes the process and challenges of international industrial competitive intelligence. The focus is the collection of competitive data. Small case anecdotes are used to illustrate specific points.

The paper sets out to demonstrate that effective competitive intelligence can be conducted within the bounds of good market research practice and ethics, and furthermore, that the two disciplines of competitive intelligence and market research are not just synergistic but truly symbiotic.

QUANTIFICATION OF INDUSTRIAL MARKETS

In this paper the applications sector is industrial markets and in particular international industrial activity. It is important to distinguish industrial markets from the consumer markets because the market research and competitive analysis realities within these two sectors are significantly different.