Competitive intelligence in Europe

Chris West

This paper considers the development of competitive intelligence as a formal discipline. The sums spent on competitor analysis in Europe are still relatively small but dependence on customer analysis is being diluted as an increasing number of companies appreciate that over-dependence on customer-driven strategies is less and less likely to produce results.

Competitive Intelligence in Europe

From Customer to Competitor

Chris WestMarketing Intelligence Services, UK

INTRODUCTION

There are many reasons for studying markets and many aspects of markets which need to be studied. Within the overall spectrum of analysis which takes place, the customer has been and still is the prime subject. The customer is the ultimate target of all marketing activity and understanding customer activities, requirements and expectations is an essential ingredient in the development of marketing strategies. This is not to say that the other components of markets are ignored. Distributors, specifiers, advisors and competitors are subjected to varying...

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