Understanding the Impact
Fitting Market and Competitive Intelligence into the Knowledge Management Jigsaw
David SmithandJonathan FletcherDVL 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...