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Concurrent A2
Competitive Intelligence and the Manager of Tomorrow.
Our business environment is more volatile, unpredictable, competitive and increasingly more complex than ever before – and we need to make sense of all the information available at our fingertips. In fact, it is only when this raw information can be transformed into ‘smart information’ or intelligence that it becomes of real value to management.
Competitive intelligence (CI) is a systematic and ongoing process, which companies use to monitor their competitors, their own competitive position and to improve their competitiveness. CI is concerned with the techniques used to select and filter information from a wide array of sources, to interpret and analyse it, to communicate it to the right people, and to use it effectively. Although all good managers intuitively carry out CI, the information explosion, changing technology and increasing global competitive pressures means that there is an increasing need to develop more systematic ways of using CI.
The purpose of this session is to introduce managers to the sphere of CI and its application to strategic planning and decision-making processes in the modern corporate structure.
Babette Bensoussan is the Managing Director of The MindShifts Group, which specialises in competitive intelligence, strategic planning and strategic marketing projects in the Australasian region.
Since 1990, Babette has undertaken a number of major studies and consulted to Australian and Global Fortune 500 companies in the areas of strategic business and marketing, competitive intelligence and strategic analysis.
Babette was a Founder and Vice President of the Society of Competitive Intelligence Professionals in Australia (SCIPAust) and was awarded a Fellow of SCIP in the USA in 1996. She was recipient of the 2006 SCIP Meritorious Award – the highest award in the field.
Babette has taught Competitive Intelligence in the undergraduate business and MBA programs at Bond University and at the Sydney Graduate School of Management. She is the co-author of the number one best selling Competitive Intelligence book in the world, Strategic and Competitive Analysis and her second book on the subject is due for release in March 2007, published by Wharton School Publishing.