Understanding the Impact

Fitting Market and Competitive Intelligence into the Knowledge Management Jigsaw

David Smith
and
Jonathan Fletcher
DVL Smith Group, UK

SUMMARY

This paper takes the view that organisational structures that kept market and competitive intelligence slightly apart from 'traditional' market research were largely unhelpful. If the goal of market information and intelligence is to help decision takers make more informed decisions, then it is surely the case that working with an integrated picture of what is happening will be of greater value than relying on a series of fragmented pieces of information. In short, assembling the complete jigsaw will be easier than having to draw conclusions on what the overall picture is about from just a few pieces. The advantage of knowledge management is that it provides an impetus to work in an integrated and coordinated, rather than piecemeal, way.