tools for anticipative strategic intelligence (asi) - aim 2008

AIM 2008 - Paris

Tools for Anticipative Strategic Intelligence (ASI)

Pedro Henrique Freitas - Masters of IS at IAE Grenoble/UPMFHenrique Freitas - Professor at PPGA/EA/UFRGS

Raquel Janissek-Muniz - Professor at PPGA/EA/UFRGSAngela Freitag Brodbeck - Professor at PPGA/EA/UFRGS

AIM 2008 - Paris Tools for Anticipative Strategic Intelligence (ASI)

Summary

• Intro• Anticipative Strategic Intelligence• Research Method• Research environment and the tool developed• Conclusion


Intro• Evolution

– Adapting to the future of its market / Creating new markets

• Transformation

• The firm “must be capable of collecting, storing and analyzing information concerning the state and the evolution of its socio-economic environment; the implantation of a process of Collective Anticipative Strategic Intelligence, an environmental scanning system, is one response to this requirement” (Caron-Fasan and Janissek-Muniz, 2004)

Service sales strategy

Product sales strategy


Intro

• How to put the concepts of Anticipative Strategic Intelligence into operation in order to support strategic decision making within a medical software firm, changing from a product sales strategy to a services sales strategy?


Anticipative Strategic Intelligence

• “Collective, pro-active and continuous process by which the members of a firm collect and use information regarding its socio-economic environment and the changes that may occur, in order to create business opportunities, adapt to the evolving environment and reduce risks and uncertainty in general” (Lesca, 2003)

Act quickly Opportune moment Less cost


Research Method

• Action-Research• Researcher taking active

role in the firm studied• Direct contact with one

of the directors• Total access to necessary

data for four months– August to December 2005

• Suggest improvements

Diagnostic

Planning

ActionAssessment

Learning


Research Method

• Prototyping• 2 groups of information were selected

– CRM used by the organization– data captured at events

• Meetings to discuss progress and what to do• Meetings with the firm’s employees


Research environmentand the tool developed

• Medical software firm in the south Brazil

• Firm founded in 1991– one of the first firms in

Brazil in this area

• At the time, 43 people in the firm

• CRM software developed internally


Information Requirements

• Change of strategy– Information on users of Personal Med®

• SIGwin® (CRM system)– Free remarks for each inquiry registered

• Information from outside - weak signals– Combined with other information can lead to

certain ideas


Instrumentalizing the stages

• 1 Defining the target • “identifying the important actors within its business

environment and the topics that are in its interest to monitor. It is equally necessary to specify the different sources of information that might offer some knowledge on the actors or topics” (Caron-Fasan and Janissek-Muniz, 2004)

• Users of Personal Med® software: potential buyers of new services

• 2 divisions of the firm are involved as actors:– The Client Support Unit, contact with approximately 2,700

users/month– The Sales Division, sales personnel participating in medical events


Instrumentalizing the stages• 2 Data collection• CRM system used since 1993

– SIGwin® contains 195,051 entries (on 25/07/2005)– Sphinx® software was used to analyze data (data analysis and research

system)– Collected data are qualitative: data was transformed using lexical and

content analysis techniques, based on Freitas and Janissek (2000)– Dictionaries were elaborated– Categories of analysis made it possible to generate certain automatisms

• Systematization of the collection of qualitative data at events – New data obtained with use of report forms adapted from L.E.SCAnning®– Forms distributed to sales personnel, who were trained in their correct use– Applied at three medical events (Brazilian conferences) held in 2005


Report Form

The Actor

The Respondent

The Collection

The Information

N° : ________

Página 1 de 1

Pesquisa realizada com tecnologia Sphinx

Ficha de Captação

www.gens.com.br

16. Foco em serviço:

O Ator1. Ator: Central de

vendasCAU

2. Captador: 3. Data:

O Respondente

4. Já é usuário?

sim não

5. Se usuário, qual o nome?

6. Se não usuário, quesoftware utiliza?

HD DO

PD Outro

7. Se 'Outro', defina:

A Coleta

9. Fonte: Evento CRM

11. Escala deConfiança:

Baixa Média Alta

10. Evento:

A Informação14. Comentário:

15. Informação coletada:



• 3 Organization of Data for the Creation of Information• Incomplete without information storage procedure• Objective: make it accessible to firm’s decision-makers• Store, treat and analyze CRM: data exported and

imported into Sphinx®• Import process = data collection stage• Manual to make it easy to reproduce in the future• Store, treat and analyze forms: Web application was

developed with Sphinx®, access is online, passwords• Report containing results is instantly available online



• 4 Creating Meaning from the Data• Use of the tools available on the Web will help

– Produce discussions and come up with ideas– Facilitate the generation of meaning from the data

• Anticipate: client’s demands and expectations that are not clear right away but when analyzed with other clients’ demands and expectations start to come out

• Tools help detect “weak signals” and creating ASI• Tools support strategic decision-making


Application Design

• A manual detailing this process was written to facilitate its later use by the firm (Freitas, 2005)


3 dictionaries containing 15 words:technical words, words related to the doctors, words related to management

Application Design


Application Design

• New tables were created using dictionaries• Crossings could help detect “weak signals”• Crossings with variable REGIONS or SPECIALITY

could provide information on which regions or specialties of doctors to act first

• Information will support the decision making process, to change business strategy from sale of products to sale of services, possibly outlining where to begin a more strong services approach


Application Design


Conclusion

• New data will provide new information about the environment, new weak signals may appear

• Propositions made were well accepted and tools developed can really improve way data is used

• Objective was adequately accomplished– Applications were developed and tested for both the firm’s

internal data as well as the collection and analysis of new qualitative data from external sources

• Having 2 types of sources was very interesting, it allowed staff to get hints in one source and trying to find relations in the other source and vice-versa


Thank you for your attention!Pedro Henrique N. R. de FreitasMasters of IS at UPMF/IAE GrenobleGrenoble, [email protected] Henrique FreitasProfessor at PPGA/EA/UFRGSPorto Alegre/RS, [email protected] Raquel Janissek-MunizProfessor at PPGA/EA/UFRGSPorto Alegre/RS, [email protected] Angela Freitag BrodbeckProfessor at PPGA/EA/UFRGSPorto Alegre/RS, [email protected]

• http://veille-strategique.eolas-services.com

• http://www.ieabrasil.com.br

mailto:[email protected]




http://www.ieabrasil.com.br/




CRM Personal Data


CRM Free Remarks

tools for anticipative strategic intelligence (asi) - aim 2008

Documents

strategic decision

medical software firm

expectativa e

seleo e

ao para atingir

socioeconomic environment

tool developedconclusion

firms employees tools