Abstract
Competitive intelligence lacks a unified model for prioritizing which types of market data are most essential to enhancing corporate value. An effective framework for competitive intelligence can be built by organizing data around the “4 Ps” of marketing—product, price, place, and promotion. Using a set of strategic indicators to prioritize CI, resources can maximize staff productivity and improve overall CI unit results. The author identifies a five-step method for prioritizing competitive intelligence efforts in accordance with this model. © 1998 John Wiley & Sons, Inc.
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