competitive intelligence in brazil gilda massari coelho s&g gestão tecnológica e ambiental...
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Competitive intelligencein Brazil
Gilda Massari CoelhoS&G Gestão Tecnológica e Ambiental
SLA 2007, DENVER, CO
1950 1960 1970 1980 1990 2000 2010
Relative certaintyA forseeable world
UncertaintyA complex world
Globalisation
New technologies (ICTs)
Hypercompetition
Hyperinformation
New global players (China)
Industrial society Knowledge society
Based upon Salmon & Linares, 1999.
1950 1960 1970 1980 1990 2000 2010
Relative certaintyA forseeable world
UncertaintyA complex world
Globalisation
New technologies (ICTs)
Hypercompetition
Hyperinformation
New global competitors (China)
Industrial society Knowledge society
Based upon Salmon & Linares, 1999.
BRAZIL
A dictatorship (1964-1985)
A nationalist government
A protected market
No real competition
Democracy
Open market
From formal to informal
From past to future
From operational to strategic
Source: H. Dou
New information paradigm
Competitive Intelligence
Systematic process of gathering, organizing,
analyzing and disseminating information
about the competitive environment to help
decision making and to reach the
organization goals.
Intelligence Model
Intelligence
Knowledge
Information
DataQuantitative
Qualitative
Analize
Organize
Act
Know
Present knowledgeInformation
Future knowledge (tacit)
Past knowledge (explicit)
DataKnowledge
sharing
Intelligence Model
Time factor
Now!
Short term
Medium term
Long term
Competitive environment scanning
Explicitknowledge
TacitknowledgeTime
STRATEGIC INFORMATION: HOW DO THEY COME TOGETHER ?
KnowledgeManagement
Organizational Knowledge
Appropriation
Foresight
Future Vision
CompetitiveIntelligence
CompetitiveEnvironment
Scanning
Decision
Networks
Networks Networks
Competitive Intelligece, Knowledge Management and Foresight
KnowledgeManagement
Organizational Knowledge
Appropriation
Foresight
Future Vision
CompetitiveIntelligence
CompetitiveEnvironment
Scanning
Decision
Networks
Networks Networks
Future
Past/Present
Present/Future
Planning and coordinating
Disseminating
Analyzing
Gathering
Organizing
Creating intelligencefrom information
Feedback
IdentifyingIntelligence needs
Identifyingand gathering
information sources
Competitive Intelligence
Creating the knowledge base
Disseminating intelligencefor decision and action
Based upon J.Herrin
The intelligence value
Source: Marti & Martinet
Pertinence andquality of
information sources
Good evaluationof intelligence
needs
Quality ofanalysis Security
Dissemination&
Feedback
Intelligence value =
XX
X X
THE SITUATION IN BRAZIL IN MID 90`S
• Lack of data about CI
• Lack of dissemination among Brazilian firms
• Lack of research actvities
• Association to espionage and anti-ethic
practices
• Problems with the word “intelligence”
THE QUESTIONS
• How could we help Brazilian organizations to use CI?
• What could be done in relation to human resources training on CI ?
• How could we structure the contents of a course on CI?
• How could we put together things that were related to different knowledge fields: management, information science, marketing, information technology?
• Which previous experiences could help us?
HUMAN RESOURCES TRAINING
• The difficulty to define the model
• The difficulty to define the contents
• The difficulty to identify the teachers
• The difficulty to define the students profile
WHAT HAPPENED?
• In 1996, the National Institute of Technology - INT signed an
agreement of cooperation with the Marseille University and
its Centre de Recherches Retrospectives de Marseille -
CRRM (France), aiming to transfer the technology developed
in the area of competitive and technological intelligence to
Brazilian institutions and companies.
• The Marseille University and, in particular, the CRRM
received delegation from the French Government to constitute
a center of excellence in the area of competitive intelligence
and a PhD course has been offered since 1985.
A PROJECT FOR BRAZIL
• Creation of a center of excellence in Competitive Intelligence at the National Institute of Technology to guarantee the development of high level teaching and research.
• Implementation of CI courses, aiming to have CI knowledge multipliers in the country.
• Stimulating research on CI to adapt it to Brazilian culture and resources.
• Creation of a Brazilian intelligence network.
The project was carried out by the National Institute of Technology, with the support of the Ministry of Science and Technology, and by an agreement with Marseille University, in France.
The project involved different types of organizations:
• Government: INT, IBICT, MCT
• Federal Universities: Rio, Bahia, Rio Grande do Norte, Minas
Gerais
• Industries: Petrobras, Telebras
• ONGs: FBTS
• Foreign experts: CRRM/Marseille University/France, Georgia
Tech/USA
A PROJECT FOR BRAZIL
INT/ UNIVERSITY OF MARSEILLE AGREEMENT
• The activities contemplated in the INT/Aix-Marseille Univ. agreement
aimed at the improvement of CI in Brazilian organizations, and this
resulted in the elaboration of a project integrating INT and two
Brazilian companies: Petrobras and Telebrás.
• The activities began in 1996 with the course of Strategic Information,
whose content was the same of the DEA offered by the CRRM, with
the participation of 12 professionals working for the three
organizations. This first course was given by French professors, who
taught to the Brazilian students CI methodologies and the usage of
tools developed by the CRRM for Competitive Intelligence and
Technological Watch.
• From 1997 on the courses were given by Brazilian teachers – from
Brazilian Universities, Research and Development institutes and
firms – as well as French partners.
POST GRADUATION COURSE ON COMPETITIVE INTELLIGENCE
• The creation of the Post Graduation Course on Competitive Intelligence, in Brazil, is an excellent example of networking.
• Network - “reseau de complices”, according to the French author Jakobiak -, a group of people and institutions with complementary abilities that decided to work together in benefit of a common goal: to spread the concepts and practices of Competitive Intelligence, aiming to incorporate them
in Brazilian organizations management.
THE BENEFITS OF CI PROGRAM
• Post-graduation courses favor methodological aspects, but they do not allow research development nor the direct application of the results in industry.
• Specific agreements were made between INT, different Brazilian universities and the University Aix-Marseille, so that a research program involving academy and industry could be developed in Brazil.
• The Brazilian students had to present a “memoire” (thesis) at the same time practical and theoretical, preferably an application or knowledge transfer to industry.
• This was a first step to research and PhD degree.
• On the other hand, the results of the works developed by the Brazilian students were capitalized and disseminated by Internet, which contributed to recognition CI in Brazil.
THE CI PROGRAME
Lato sensu
Specialization Course
400 hours class
INT + Brazilian universities
Stricto sensu
DEA (master) Thesis Univ.Marseille
PhD Dissertation Univ.Marseille
Competitive IntelligenceSystems
•Trends in CI• Intelligence Cycle•Planning and working with CI
•Marketing Intelligence
•Technological Intelligence
•Networking
Planning and Competitive Strategies
• Strategic Planning• Competitive Strategies• Scenarios
Information and Communication Systems
• Communication Systems• Networks and Information
Systems• Information Sources• Patents and Intelectual
Property
Knowledge Management
• Knowledge Management• Data bases• Datawarehousing• Data Mining
Analysis• Technology Opportunities
Analysis• Competitor Analysis• Benchmarking
CONTENTS OF CI POST-GRADUATION COURSE
INTEGRATION OF COURSE CONTENTS TO CI SYSTEM
Planning and coordinating
Disseminating
Analyzing
Gathering
Organizing
Competitive Intelligence
• Strategic Planning• Competitive Strategies• Scenarios
• Knowledge Management• Data bases• Datawarehousing• Data Mining
• Technology Opportunities Analysis
• Competitor Analysis• Benchmarking
• Communication Systems • Information Systems
• Information Sources• Patents and
Intelectual Property
• Trends in CI• Intelligence Cycle• Planning and working with CI
• Marketing Intelligence
• Technological Intelligence
• Networking
0
20
40
60
80
100
120
1996 1997 1998 1999 2000 2001 2002/2007
Number of students 1996/2007
Post-Graduation DEA/MSc PhD
Post Graduation Course
ShortCourses
Courses organized by INT
RESULTS
• The papers, books, articles, memoires, thesis and dissertations written by the students, have contributed for the creation of a Brazilian bibliography on the subject, practically inexistent before.
• Many students have presented papers in congresses in the country and abroad, four books have been published by former students, as a result of works developed during the course.
• The Brazilian Association of Competitive Intelligence Analysts – ABRAIC was created by former students. It has, now, more then 600 members.
RESULTS
• Since 1997, conferences, seminars, workshops and congresses have been organized by governmental and private institutions.
• In 2003, the financing agency of the Ministry of Science and Technology - Financiadora de Estudos e Projetos / FINEP – launched the first prize for innovation in CI.
CI TODAY
• The following universities offer post-graduation courses focused or related to CI: CRIE/UFRJ, Estácio de Sá, Cândido Mendes, in Rio de Janeiro; IPEN, in São Paulo; UnB, in Brasília; PUC-PR, in Curitiba.
• Short courses are offered by many institutions and also as a component of Post-Graduation Management Courses.
• Due to a mission change, decided by the Ministry of Science and Technology in 2001, INT/IBICT/UFRJ post-graduation course faced great difficulties and has been discontinued since then.
CI TODAY
Nowadays there is a relevant number of firms using CI in Brazil.
A recent research* shows that:
• The companies know and manage very well secondary sources
(newspapers, reports, data bases) and find it extremely necessary.
• They have solid internal CI structures, with human resources
dedicated to CI activities.
• They do not have a systematic evaluation of CI results.
• The CI networks are still incipient.
• The IT solutions are mainly based upon commercial software as
Access, Excel or Lotus Notes.
* L.Rangel, 2006. http://www.cortex-intelligence.com
CI TODAY
• A group of students/entrepreneurs at Genesis Institute Incubator (Catholic University in Rio) created the first Brazilian system designed for CI: Cortex Intelligence.
• Former students developed different CI applications: security, oil industry, pharmaceutical, banking etc.
• Brazilian government is using more and more foresight methodologies for long term planning.
CONCLUSION
• The keyword for what happened in Brazil is also the keyword for CI: NETWORKING.
• Without the willingness and sharing capacity of so many people, nothing would have happened.
• The results we have got must be shared with a lot of people and that is what is wonderful about it.
• Information in itself is not power. Sharing, using wisely and putting into action makes it powerful!
