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Frontiers in Competitive Intelligence 109

Using the Internet forUsing the Internet forGathering CompetitiveGathering Competitive

IntelligenceIntelligence

RICHARD McCLURG

INTRODUCTION

This chapter explores how push and pull methods on the Internet, more

specicall!, the "orld "ide "e# $"""%1, can #e &sed 'or (atherin(

in'ormation as part o' the competiti)e intelli(ence $CI% process* +!

&sin( these methods the CI pro'essional can sa)e )al&a#le search time

which can then #e directed towards the more critical anal!sis sta(e o'

the CI process*

The disc&ssion will rst 'oc&s on the role that the Internet pla!s

in CI* artic&lar attention will #e (i)en to the t!pes o' (eneric CI

prod&cts with which the Internet can assist, and the importance o'

assessin( the )al&e o' in'ormation* The inherent ad)anta(es and

disad)anta(es o' the Internet will also #e o&tlined*

Push and pull methods will then #e explained, 'ollowed #!

(eneral tips that will assist the CI practitioner to 'oc&s their search and

66


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110 Using the Internet for Gathering Competitive Intelligence

locate rele)ant in'ormation* -ext, specic push and pull methods and

reso&rces will #e identied 'or (atherin( in'ormation on tar(eted

competitors* .inall!, some o' the newest reso&rces will #e hi(hli(hted,

as well as a disc&ssion on the '&t&re direction o' Internet tools 'or

cond&ctin( CI*

Altho&(h the Internet can also #e &sed 'or disseminatin(

in'ormation to decision/maers and clients, this chapter will 'oc&s

specicall! on the data/(atherin( capa#ilit! o' the Internet*

THE ROLE O THE INTERNET OR CI


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A competiti)e intelli(ence

pro(ram is a 'ormali2ed, !et

contin&o&sl! e)ol)in( process

#! which the mana(ement

team assesses the e)ol&tion o'

its ind&str! and the capa#ilities

and #eha)ior o' its c&rrent and

potential competitors to assist

in maintainin( or de)elopin( a

competiti)e

ad)anta(e3$rescott and

Gi##ons, 1994%* .rom .i(&re 1,

the steps in)ol)ed incl&de

settin( o#5ecti)es, collectin(

data, interpretin( the data, implementin(, and possi#l! &pdatin( and

maintainin( the s!stem*

Usin( the 6RI7 model ill&strated in .i(&re 8 'or anal!2in(

reso&rces, Cor! $199% ar(&es that the data collection phase in the CI

process has a low pro#a#ilit! o' res&ltin( in a s&staina#le competiti)e

ad)anta(e* Data (atherin( acti)ities are (eneric in nat&re and can

easil! #e imitated #! competitors* 7nl! i' competitors are not

per'ormin( CI can data collection pro)ide a competiti)e ad)anta(e*

ig!re ": CompetitiveIntelligence #rocess

:o&rce; rescott,


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The hi(hest pro#a#ilit! 'or de)elopin( a s&staina#le competiti)e

ad)anta(e, howe)er, is

deri)ed 'rom s&perior anal!sis*

A sstantial amo&nt o' the entire CI e>ort is spent in the data

(atherin( sta(e at the expense o' the other tass* That #ein( the case,

data (atherin( tools that sa)e the CI pro'essional time will #e

#enecial* The time sa)ed can #e redirected to critical tass s&ch as

anal!sis and (ainin( insi(ht*

The Internet is one s&ch tool that can red&ce the amo&nt o' time

spent (atherin( in'ormation* Used wisel!, the Internet will allow the CI

pro'essional to spend more time on the anal!sis sta(e o' an

intelli(ence prod&ct, which Cor! $199% ar(&es can lead to a

s&staina#le competiti)e ad)anta(e* ?xamples o' intelli(ence prod&cts

are identied '&rther on*

To s&mmari2e, the Internet o>ers a CI pro'essional man!

ad)anta(es in (atherin( in'ormation, #&t its disad)anta(es sho&ld not

#e i(nored* The tric to e>ecti)el! and e@cientl! &se the Internet 'or

ig!re $% &RIO Mo'el( rame)or* for anal+singin'ivi'!al reso!rces 'riving s!staina,lecompetitive a'vantage(

-!estion Li*el+ O!tcome if .ns)eris /es

Is the reso&rce &al&a#le Competiti)e arit!Is the reso&rce Rare Competiti)e Ad)anta(eIs the reso&rce Inimita#le :&staina#le Competiti)e

Ad)anta(eCan the Or(anisation tae


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CI ma! #e in the &tili2ation o' push or pull methods disc&ssed in the

next section*

PUSH &0( PULL METHOD0 O UTILI1ING THE INTERNETOR CI

The Internet o>ers a m&ltit&de o' tools that can help the CI

pro'essional (ather in'ormation either thro&(h push or pull methods as

s&mmari2ed in .i(&re 4*


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11E Using the Internet for Gathering Competitive Intelligence

o' a competitor or ind&str!* It is, howe)er, less &se'&l 'or (atherin(

in'ormation to answer a specic intelli(ence reF&est*

The CI pro'essional sho&ld 'ollow specic search strate(ies and

#ecome adept at &tili2in( the )ario&s search en(ines, CI reso&rces, and

push techniF&es to maximi2e the e@cienc! and e>ecti)eness o'

en)ironmental scannin( and tar(eted intelli(ence/(atherin(* ?xamples

o' push and pull methods 'or (atherin( CI are disc&ssed in the

'ollowin( sections*

PULL% U0ING 0E.RCH ENGINE0 .ND DIRECTORIE0

A n&m#er o' CI a&thors ha)e o>ered ad)ice on how to cond&ct

e>ecti)e Internet research* These tips will help the CI practitioner nd

the in'ormation with the (reatest #enet while minimi2in( search time*

Figure 3: Summary of Push and Pull Methods

Metho' Categor+ T+pes

Pull :earch ?n(inesand Directories

Beta/searchersBa5or search en(ines"e#lio(raphies:pecialised en(ines

:pecic :earchReso&rces

+ac(ro&nd in'ormation.inancial in'ormation-ews co)era(e7ther reso&rces

Push :pecic &shReso&rces +rowser/#ased ser)icesClient/#ased ser)ices&sh e/mail?/mail alertsersonalised "e# pa(es


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• Articulate the question or requirement $:haer and Gem#ici,

1999%* It is imperati)e to exactl! dene what in'ormation is #ein(

so&(ht* Altho&(h the Internet o>ers the #enet o' h!pertext lins

'or eas! na)i(ation, these lins can easil! lead to dead/ends that

tae the CI practitioner o> topic* "hile in'ormation ma! #e

st&m#led &pon that pro)es to #e )er! &se'&l, more o'ten )ital

research time is wasted* There'ore, it is wise to periodicall! as,

3is this reall! the in'ormation that is needed3

• Think about who may be able to answer the question $.&ld,

199%* Altho&(h a CI practitioners initial reaction will pro#a#l! #e

to start 'rom scratch, there are liel! others who ha)e alread!

(athered the reF&ired in'ormation* These ma! incl&de ind&str!

associations, local media, (o)ernment a(encies, nancial

anal!sts, special interest (ro&ps, la#or &nions, and academic

instit&tions* The CI practitioner sho&ld search these "e#sites

#e'ore rein)entin( the wheel*

• Ientify search terms that state the question or coul lea to the

answers* $:haer and Gem#ici, 1999%* A simple example is i' a

new competitor has #een disco)ered in a partic&lar maret, and

the CI practitioner wants to now their technolo(ical capa#ilities*

A common start wo&ld #e to search the Internet 'or the

competitors name and research and de)elopment* It is


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ad)isa#le to phrase the F&estion and e! words in se)eral

di>erent wa!s as the search res&lts ma! di>er dramaticall!*

• !e inventive" #eviate from the e$pecte $:haer and Gem#ici,

1999%* :ometimes a'ter cond&ctin( an exha&sti)e search, the CI

practitioner will still come &p empt!/handed* It ma! #e time to

tr! somethin( di>erent which contradicts the rst point o'

'oc&sin( the search* Howe)er, i' all other a)en&es ha)e #een

exha&sted, tr!in( searches with dramaticall! di>erent search

terms and 'ollowin( o#sc&re lins can sometimes lead to the

desired in'ormation* This method o' searchin( sho&ld #e done

onl! as a last resort*

• Utili%e avance searching techniques $:haer and Gem#ici,

1999%* It is important to #ecome 'amiliar with, and '&ll! &tili2e,

the ad)anced searchin( techniF&es a)aila#le on ma5or search

en(ines* :ince e)er! search en(ine is &niF&e, reF&irin( di>erent

s!m#ols and operators to ne/t&ne the search, it is ad)isa#le to

in)est some time in learnin( the intricacies o' the ad)anced

searchin( techniF&es* Re)iew the search en(ine helpJ section

'or this in'ormation*

• &ark the trail $Calishain and -!stron, 199=%* It is eas! to de)elop

the ha#it o' #oomarin( e)er! "e#site that is &nco)ered* +!

'ollowin( this strate(!, howe)er, a #oomar le will F&icl!

3e)ol)e into a h&(e &n&sa#le mess3* The CI practitioner sho&ld


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consider creatin( 'olders 'or each specic research pro5ect*

Alternati)el!, "e#site addresses co&ld #e c&t and pasted into a

separate pro5ect le with a #rie' description o' the t!pe o'

in'ormation contained on the site 'or '&t&re re'erence* This

in'ormation sho&ld #e #aced &p on a re(&lar #asis to a)oid

losin( the data*

7)erall, when p&llin( in'ormation 'rom the Internet, :haer and

Gem#ici $1999% recommend startin( #! tain( a #road or macro

approach, and then renin( the search to the microJ le)el* This #road

approach in)ol)es startin( with meta/search en(ines, mo)in( to ma5or

search en(ines, &sin( sites with we#lio(raphies or list o' lins, and

nall! &sin( speciali2ed search en(ines $:haer and Gem#ici, 1999%*

This macro/to/micro approach is more '&ll! descri#ed #elow*

Meta-search Engines

Accordin( to a .e#r&ar! 1999 st&d! #! Lawrence and Giles $1999%, the

plicl! indexed "orld "ide "e# contains o)er =00 million pa(es with

trillion #!tes o' in'ormation* That is a si(nicant increase 'rom the

480 million pa(es that the! reported in their Decem#er 199 st&d!*

Howe)er, the top ele)en search en(ines were 'o&nd capa#le o' locatin(

5&st E8K o' all sites, with no one search en(ine co)erin( more than

1K o' the "e#* In addition, their st&d! showed that on a)era(e it


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11= Using the Internet for Gathering Competitive Intelligence

taes more than six months 'or a new "e# pa(e to #e added to a

search en(ines listin(s*

Beta/search en(ines search thro&(h m&ltiple en(ines at once*

.or example, a meta/search en(ine will &se ten other search en(ines to

search on the e!words that ha)e #een entered* The researcher will #e

presented with a consolidated list o' the #est res&lts 'rom each en(ine*

Beta/searches appear to #e an essential tool 'or locatin(

in'ormation on the "e# since no sin(le search en(ine indexes the "e#

completel!* :ome o' the #etter nown meta/search en(ines incl&de;

• &etacrawler $http://www.go2net.com/search.html%; com#ines searches

'rom ten other search en(ines*

• #ogpile $http://www.dogpile.com%; compiles res&lts 'rom ele)en

search en(ines*

• Profusion $http://www.profusion.com%; which com#ines searches 'rom

nine other search en(ines*

• Ask 'eeves $http://www.askjeeves.com%; which is an eas!/to/&se

nat&ral lan(&a(e meta/searcher that prompts the &ser to enter a

search F&er! in the 'orm o' a F&estion*

Usin( meta/searches to search m&ltiple en(ines sim&ltaneo&sl!

sa)es the CI practitioner time* Howe)er, the! dont alwa!s s&pport

ad)anced search options o>ered #! indi)id&al search en(ines that can

reall! help ne/t&ne a search and !ield more rele)ant res&lts*

ConseF&entl!, search en(ines will #e disc&ssed next*

http://www.go2net.com/search.htmlhttp://www.dogpile.com/http://www.profusion.com/http://www.askjeeves.com/http://www.go2net.com/search.htmlhttp://www.dogpile.com/http://www.profusion.com/http://www.askjeeves.com/


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Major Search Engines

C&rrentl! there are o)er 400 search en(ines a)aila#le on the Internet*

?ach one has a &niF&e wa! o' searchin( the Internet, and can !ield

di>erent res&lts* :ome co)er more o' the "e# and add new doc&ments

to their data#ase 'aster than others*

Accordin( to the Lawrence and Giles $1999% st&d!, the 'ollowin(

search en(ines index more o' the """ than others;

• (orthern )ight $http://www.northernlight.com%

• *nap+ $http://home.snap.com%

• Altavista $http://www.altavista.com%

• ,otbot $http://www.hotbot.com%

.rom time to time the CI Internet researcher sho&ld re)iew sites

s&ch as :earch ?n(ine "atch $http;www*searchen(inewatch*com% to

assess which search en(ines ma! !ield optimal res&lts* "hen selectin(

a search en(ine :haer and Gem#ici $1999% recommend eepin( in

mind that;

• ?ach en(ine has limitations to what is searched* :ome onl!

search the doc&ment title, "e# address text, or ima(e

description ta(s*

• There are pea &sa(e times 'or search en(ines* -oon to 4;00

p*m* ?astern :tandard Time is &s&all! the slowest time 'or

cond&ctin( searches*

http://www.northernlight.com/http://www.home.snap.com/http://www.altavista.com/http://www.hotbot.com/http://www.searchenginewatch.com/http://www.northernlight.com/http://www.home.snap.com/http://www.altavista.com/http://www.hotbot.com/http://www.searchenginewatch.com/


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• The order o' words placed in the search phrase (reatl! a>ects

search res&lts*

Webliographies

A we#lio(raph!J is a site that contains lots o' lins to other sites* Bost

e)er! &ni)ersit! li#rar! now pro)ides we#lio(raphies that are &se'&l to

st&dents in the disciplines encompassed #! the instit&tion* These sites

can #e partic&larl! &se'&l to #ecome 'amiliar with the tools and

reso&rces a)aila#le on the """* "e#lio(raphies o' partic&lar interest

to CI pro'essionals incl&de;

• Ful - Company $http://wwwfuld.com/i3/index.html%; pro)ides lins to

o)er 00 CI/related "e#sites* The lins are di)ided into three

#road cate(ories; (eneral #&siness Internet reso&rces $incl&des

lins to macroeconomic data, patents, and nancials% ind&str!/

specic reso&rces and international reso&rces*

• A.A/0

$http;dspace*dial*pipex*comawarecompetiti)eintelli(ence*shtm

l%; pro)ides an extensi)e and c&rrent list o' sites 'or ndin(

competiti)e intelli(ence* As pointed o&t on the we#site, howe)er,

the lins are #iased towards UM ?n(lish lan(&a(e reso&rcesJ*

• &ichigan *tate University Center for International !usiness

0ucation an /esearch $http://ciber.bus.msu.edu/busres.htm%; pro)ides

http://wwwfuld.com/i3/index.htmlhttp://www.dspace.dial.pipex.com/aware/competitiveintelligence.shtmlhttp://www.dspace.dial.pipex.com/aware/competitiveintelligence.shtmlhttp://www.ciber.bus.msu.edu/busres.htmhttp://wwwfuld.com/i3/index.htmlhttp://www.dspace.dial.pipex.com/aware/competitiveintelligence.shtmlhttp://www.dspace.dial.pipex.com/aware/competitiveintelligence.shtmlhttp://www.ciber.bus.msu.edu/busres.htm


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a comprehensi)e collection o' reso&rces 'or ndin( (lo#al

#&siness in'ormation*

Specialized Search Engines

:ome search en(ines 'oc&s specicall! on #&siness in'ormation,

ena#lin( the researcher to search specic ind&stries* ?xamples o'

these incl&de;

• )ivelink Pinstripe $http://pinstripe.opentext.com%; &tili2es slicin(J

technolo(! that allows the researcher to (o directl! to the

#&siness topic o' interest*

• (orthern )ight1s Inustry *earch

$http://www.northerlight.com/industry.html%; ena#les the researcher to

ne/t&ne the search #! selectin( specic ind&stries, time 'rames,

and in'ormation t!pes s&ch as press releases and 5o# listin(s*

Goin( 'rom the macro to the micro is an e>ecti)e wa! o' ndin(

in'ormation on the Internet* Howe)er, &sin( specic search reso&rces

ma! !ield e)en #etter res&lts* :pecic search reso&rces o' partic&lar

interest to the CI practitioner are disc&ssed next*

PULL% U0ING 0#ECIIC 0E.RCH RE0OURCE0

There are n&mero&s pull methods 'or #oth en)ironmental scannin( and

'or (atherin( in'ormation on specic tar(ets or staeholders within the

tas en)ironment* Gi)en the )ast n&m#er o' reso&rces and wide

http://www.pinstripe.opentext.com/http://www.northernlight.com/industry.htmlhttp://www.pinstripe.opentext.com/http://www.northernlight.com/industry.html


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)ariet! o' needs 'or macroeconomic scannin(, it is help'&l to &se the

we#lio(raphies listed a#o)e 'or ndin( the in'ormation that is reF&ired*

The 'ollowin( are specic search reso&rces that can #e &sed #! CI

pro'essionals to (ather in'ormation on the tas en)ironment, and

specicall!, tar(eted competitors*

Background Inor!ation

There are man! wa!s to nd in'ormation on competitors* The #est

place to start is to (o directl! to the compan!s "e#site, i' one exists*

"o!pan# Website

There are two primar! wa!s 'or ndin( the Internet address $or

Uni'orm Reso&rce Locators $URL%% o' a compan!s home pa(e /

(&essin( or per'ormin( a "e# address search*

G&essin( the "e#site ma! #e the 'astest method* Bost compan!

"e#site addresses are 'ormed as www*companyname*com* There'ore,

simpl! sstit&tin( the tar(et compan!s name in the companyname

part o' the address sho&ld !ield their homepa(e* .or Canadian

companies, tr! sstit&tin( a *caJ extension instead o' "comJ* It is

also important to eep in mind when searchin( 'or international

companies that their address ma! end with a co&ntr! code domain

s&ch as *seJ 'or :weden or *deJ 'or German!* International

companies ma! also ha)e an extension s&ch as "co"uk 'or a compan!


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'rom the United Min(dom or *co*5pJ 'or a


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and pri)ate companies incl&din( nancials, e! competitors and other

(eneral in'ormation*

.or a more international 'oc&s, tr! Mompass

$http://www.kompass.com%* This hi(hl! Oexi#le data#ase contains prod&ct

and compan! proles on more than 1* million companies 'rom aro&nd

the world* As well, Corporate In'ormation

$http://www.corporateinformation.com% is a specialt! "e#site that contains

man! lins to plic and pri)ate companies 'rom aro&nd the world* It

incl&des a search en(ine that accesses a data#ase o' o)er 400,000

companies* :earch res&lts indicate a so&rce o' in'ormation and pro)ide

lins* I', howe)er, the CI practitioner is looin( specicall! 'or

in'ormation on hi(h/tech companies, then Corp Tech

$http://www.corptech.com% ma! !ield the #est res&lts*

%inancial Inor!ation

A lot o' in'ormation a#o&t a competitor can #e (leaned 'rom the ann&al

reports and nancial in'ormation that plic companies m&st le*

:o&rces 'or these incl&de;

?DGAR, the ?lectronic Data Gatherin(, Anal!sis, and Retrie)al

:!stem $http://www.sec.gov/edgarhp.htm%* This data#ase contains lin(s

s&ch as 10/Ms that are reF&ired #! the U*:* :ec&rities and ?xchan(e

Commission $:?C%* In addition to nancial in'ormation, these lin(s

also contain )al&a#le in'ormation on prod&cts, marets and operations*

http://www.kompass.com/http://www.corporateinformation.com/http://www.corptech.com/http://www.sec.gov/edgarhp.htmhttp://www.kompass.com/http://www.corporateinformation.com/http://www.corptech.com/http://www.sec.gov/edgarhp.htm


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The lic Re(isters Ann&al Reports :er)ice has lins to more

than 8,100 ann&al reports that are either a)aila#le on/line or can #e

downloaded in Ado#e D. 'ormat $http://www.annualreportservice.com%* A

search can #e per'ormed #! compan! name or ind&str!*

I' looin( 'or nancial in'ormation on Canadian companies, tr!

searchin( :?DAR $http://www.sedar.com/search/search.htm%, the :!stem 'or

?lectronic Doc&ment Anal!sis and Retrie)al which is similar to ?DGAR*

Anal!sts who closel! monitor plic companies are an excellent

so&rce o' in'ormation as well* The! periodicall! pro)ide anal!sts

reports on/line* Howe)er, most o' these are 'ee/#ased* -ormall! these

ser)ices can #e sscri#ed to 'ree 'or a limited period o' time to assess

their )al&e* Anal!sts reports are a)aila#le 'rom sites s&ch as .irst Call

$http://www.firstcall.com% and Pacs In)estment Research

$http://www.zacks.com%*

&e's "o(erage

As part o' an on/(oin( pro(ram o' monitorin( the tas en)ironment, a

CI pro'essional sho&ld also monitor press releases, compan! news,

newspapers and ma(a2ines*

Press )eleases

I' a)aila#le, start #! searchin( thro&(h the press releaseJ section on

the tar(et compan!s "e#site* Bost compan! "e#sites o>er this

in'ormation* Companies also iss&e press releases to news ser)ices*

http://www.annualreportservice.com/http://www.sedar.com/search/search.htmhttp://www.firstcall.com/http://www.zacks.com/http://www.annualreportservice.com/http://www.sedar.com/search/search.htmhttp://www.firstcall.com/http://www.zacks.com/


18/34


These are o'ten piced &p #! Internet news ser)ices s&ch as +&siness

"ire $http://www.businesswire.com% and Re&ters #&siness #rien(

$http://www.bizinfo.reuters.com%* R -ewswire $http://wwwprnewswire.com% also

o>ers a searcha#le data#ase containin( stories appearin( on the

Internet o)er the past three !ears*

"o!pan# &e's

Transi&m Corporations +&siness Intelli(ence "e#site

$http://www.transium.com% is an excellent so&rce 'or news a#stracts* Bore

than 1,000 #&siness and trade 5o&rnals are re(&larl! scanned, and

Transi&m claims to ha)e in'ormation on o)er 400,000 pri)ate and

plic companies 'rom aro&nd the (lo#e* "hen a e!word search is

cond&cted a collection o' a#stracts is presented* .&ll text doc&ments

can #e p&rchased, #&t t!picall! there is eno&(h in'ormation contained

within the a#stract* :earch res&lts can #e (ro&ped #! cate(ories s&ch

as 5o# '&nctions, ind&stries, and prod&cts*

Two other (ood so&rces 'or compan! news incl&de In'osees

-ews Center $http://www.infoseek.com/news% and Ind&str!"atch

$http://www.industrywatch.com%* In'osee pro)ides ind&str!/related dail!

news drawn 'rom o)er one h&ndred news so&rces* The #est 'eat&re

a#o&t this site is that it pro)ides exec&ti)e s&mmaries a#o&t the

'eat&red companies*

http://www.businesswire.com/http://www.bizinfo.reuters.com/http://wwwprnewswire.com/http://www.transium.com/http://www.infoseek.com/newshttp://www.industrywatch.com/http://www.businesswire.com/http://www.bizinfo.reuters.com/http://wwwprnewswire.com/http://www.transium.com/http://www.infoseek.com/newshttp://www.industrywatch.com/


19/34


&e'spapers and Magazines

Ba5or newspapers and ma(a2ines o'ten contain searcha#le archi)es o'

articles written a#o&t companies* Tr! searchin( the archi)es o'

ma(a2ines s&ch as +&siness "ee $http://wwwbusinessweek.com%, .ort&ne

$http://www.fortune.com%, and "all :treets Research -et

$http://www.wsrn.com%*

A so&rce that is o'ten o)erlooed, !et can contain the most

)al&a#le in'ormation a#o&t a competitor, is local newspapers* A


20/34


OTHER INTERNET CI 0OURCE0

&e's groups

Bost in'ormation on a competitors prod&cts or ser)ices can #e

(athered 'rom a news or disc&ssion (ro&p* Howe)er, care'&ll! consider

the credi#ilit! o' this so&rce as man! r&mors ori(inate here*

:ometimes tho&(h, these r&mors can pro)ide )al&a#le insi(hts 'or the

CI practitioner*

7ne o' the #est wa!s to search thro&(h news(ro&ps is to &se

De5a*com, 'ormerl! nown as De5a -ews $http;www*de5a*com%, which

co)ers E,000 disc&ssion 'or&ms and Usenet (ro&ps* Re'erence*Com

$http;www*re'erence*com% is also an excellent so&rce 'or ndin(

disc&ssion (ro&ps, mailin( lists and "e# 'or&ms pertinent to the

compan! that has #een tar(eted*

Intellectual Propert#: *rade!arks and Patents

I' the CI practitioner is (atherin( technical intelli(ence and wants to

monitor patents iss&ed #! competitors, the 'ollowin( 'ree reso&rces

sho&ld #e considered; U*:* patent search

$http://patents.uspto.gov/access/search-adv.html% I+B patent ser)er

$http://www.patents.ibm.com/ibm/html% and the :trate(is Ind&str! Canada,

Canadian patent search data#ase $http://patents.ic.gc.ca/intro-e.html%*

http://www.deja.com/http://www.reference.com/http://www.patents.uspto.gov/access/search-adv.htmlhttp://www.patents.ibm.com/ibm/htmlhttp://www.patents1.ic.gc.ca/intro-e.htmlhttp://www.deja.com/http://www.reference.com/http://www.patents.uspto.gov/access/search-adv.htmlhttp://www.patents.ibm.com/ibm/htmlhttp://www.patents1.ic.gc.ca/intro-e.html


21/34


Help Wanted +ds and ),su!,s

+! searchin( online competitor 5o# ad)ertisements and emplo!ee

rQs&mQs a CI pro'essional can disco)er the inds o' technolo(!

competencies that a compan! has, or is lacin(* In addition, one can

ascertain in which marets the tar(eted compan! is (rowin(, or sees

to expand* .&rthermore, online reso&rces can #e &sed 'or locatin(

primar! so&rces o' in'ormation, s&ch as 'ormer emplo!ees who ma!

pro)ide insi(ht'&l in'ormation $Massler, 199%* :ome o' the lar(est

rQs&mQ and 5o# postin( data#ases that can #e &sed 'or searchin( this

t!pe o' in'ormation incl&de; Bonster +oard $http://www.monsterboard.com%,

Career ath $http://www.careerpath.com%, and Career Bosaic

$http://www.careermosaic.com%* Alternati)el!


22/34


methods there'ore ran(e 'rom pure2push, s&ch as client/ and #rowser/

#ased ser)ices, to alertin( ser)ices and "e#sites that (enerate

personali2ed content*

• !rowser2base *ervices $Calishain and -!stron, 199=%; re/

selected content is sent directl! to the #rowser* -etscapes

-etcaster is a pop&lar example o' this t!pe o' ser)ice* The &ser

simpl! selects the desired channelJ o' in'ormation* The ser)ice

will then #roadcast the in'ormation to the &sers "e# #rowser*

.or example, i' the C-- .inancial -etwor channel is selected,

#reain( nancial stories and maret in'ormation will #e sent

directl! to the #rowser which can then #e )iewed, e)en i' the

&ser is oine*

• Client2base *ervices $Calishain and -!stron, 199=%; re/selected

content or channelsJ o' in'ormation 'rom the Internet are sent

to special so'tware on the &sers comp&ter* The so'tware m&st #e

downloaded and installed #e'ore recei)in( the push content*

ointcast $http://www.pointcast.com% is a well/nown client/#ased

push ser)ice*

• Push 02mail; In'ormation that has #een sscri#ed to is sent to

an e/mail acco&nt* .or example, a competitors "e#site ma!

allow a &ser to 5oin a mailin( list 'or new prod&ct anno&ncements

or a trade ma(a2ine ma! iss&e periodic e/mail newsletters*

Competiti)e Intelli(ence practitioners sho&ld '&ll! explore the

http://www.pointcast.com/http://www.pointcast.com/


23/34


potential o' their e/mail so'tware* ro(rams s&ch as Bicroso't

7&tloo incl&de an in#ox assistantJ that will sort and lter

incomin( messa(es into 'olders to mae the in'ormation more

mana(ea#le*

• 02mail Alerts; An e/mail messa(e is sent alertin( the recipient to

new content* T!picall! h!pertext/ena#led e/mail incl&des the

lins to the "e#site that contains the in'ormation that is so&(ht*

• Personali%e .eb Pages; ?xamples incl&de Sahoo

$http://www.yahoo.com% and ?xcite $http://www.excite.com%* :elected

in'ormation is presented in a personali2ed "e# pa(e* A CI

practitioner ma! choose to ha)e nancial in'ormation on a

tar(eted compan! displa!ed on a c&stomi2ed "e# pa(e in

addition to #&siness and ind&str! news*

+e'ore ha)in( in'ormation pushe, traditional pull techniF&es will

(enerall! ha)e to #e emplo!ed to rst nd, and then determine, the

(ood in'ormation so&rces* A&tomated tools o' partic&lar interest to CI

pro'essionals are pro)ided #elow as a startin( point* These tools allow

'or e@cient monitorin( o' competitor "e#sites, nancial &pdates,

#reain( news, new plished material, and 5o# anno&ncements*

• (et&in $http://www.netmind.com%; a&tomaticall! in'orms a

sscri#er #! e/mail, pa(er, cell phone or personal di(ital

assistant $DA% when a competitors "e#site is &pdated*

http://www.yahoo.com/http://www.excite.com/http://www.netmind.com/http://www.yahoo.com/http://www.excite.com/http://www.netmind.com/


24/34


• .atchlist30gar 4nline $http://www.edgar-online.com%; alerts a

sscri#er with an HTBL/ena#led e/mail messa(e when a tar(et

compan! les with the :?C* This is a 'ee/#ased ser)ice*

• In5uisit $http://www.in!uisit.com%; sends an alert #! e/mail when

tar(et/compan! news or ind&str!/related news is released on the

ma5or newswires or #! international and national newspapers*

This ser)ice is also 'ee/#ased*

• 0$cite1s (ewsTracker Clipping *ervice $http://nt.excite.com%;

contin&o&sl! h&nts thro&(h o)er 400 international online

newspapers and ma(a2ines* Users can create &p to 80

c&stomi2ed topics s&ch as an ind&str! or tar(et compan!*

• Company *leuth $http://www.companysleuth.com%; com#s thro&(h

se)eral o' the pre)io&s da!s trademar, patent, domain name,

:?C lin(s, compan! news and Usenet postin(s 'or tar(eted

plic companies* An e/mail report is sent dail! alertin(

sscri#ers to chan(es* .ollowin( the lins in the e/mail taes

the &ser to a c&stomi2ed "e# pa(e that pro)ides the details*

• !usiness6ue $http://www.businessvue.com%; deli)ers CI directl! to a

&sers destop incl&din( proles, news, :?C lin(s, 'or&m

postin(s, and "e#site chan(es on plic and pri)ate companies*

The so'tware reF&ired to retrie)e the in'ormation can #e

downloaded 'rom the "e#site 'ree*

http://www.inquisit.com/http://www.nt.excite.com/http://www.companysleuth.com/http://www.businessvue.com/http://www.inquisit.com/http://www.nt.excite.com/http://www.companysleuth.com/http://www.businessvue.com/


25/34


• !ig !oar $http://www.bigboard.com%; pro)ides a ser)ice that

a&tomaticall! in'orms a sscri#er when a competitor posts a

5o#*

It is recommended that i' a CI practitioner has in'ormation

pushe, or sscri#es to )ario&s a&tomated ser)ices, the re(istration

in'ormation is traced in a centrali2ed le* +&chwit2 $199%

recommends recordin( the name o' the "e#site or so&rce o'

in'ormation, the "e# address, 'reF&enc! o' in'ormation deli)er!, cost,

&ser identication and passwords* In addition, it is important to record

how to sscri#e and &nsscri#e to each partic&lar ser)ice 'or '&t&re

re'erence*

Usin( push methods 'or (atherin( CI has its ad)anta(es*

In'ormation is sent in a timel! manner, the t!pe o' in'ormation can

o'ten #e c&stomi2ed, and the in'ormation can #e recei)ed in a )ariet!

o' 'ormats* Bost o' all, push methods can impro)e a CI pro'essionals

prod&cti)it! #! a&tomatin( some o' the search* Howe)er, there are

some ne(ati)e aspects o' push technolo(! that need to #e care'&ll!

considered $G&stit&s, 199=%* .irst o' all, the CI pro'essional co&ld F&ite

easil! #ecome in&ndated with in'ormation that can not #e reasona#l!

e)al&ated* :econdl!, ha)in( )ast amo&nts o' data comin( across an

or(ani2ations comp&ter networ ma! clo( the s!stem dependin( on

the a)aila#le #andwidth*

http://www.bigboard.com/http://www.bigboard.com/


26/34


UTURE DIRECTION

There are man! e)ol)in( technolo(ies and new tools and ser)ices that

will (reatl! assist the CI practitioner in (atherin( rele)ant and timel!

in'ormation* The 'ollowin( are some o' these new de)elopments*

Bots

Ro#ot technolo(! will (reatl! assist CI pro'essionals to '&ll! mine

competiti)e in'ormation on the Internet* Ro#ots are pro(rams that

tra)el across the "e#s h!pertext str&ct&re and search and retrie)e

doc&ments3 $:haer and Gem#ici, 1999%* 7ther names 'or ro#ots

incl&de spiers, intelligent agents, web wanerers, web crawlers or 5&st

bots*

C&stomi2ed bots4 can #e created to retrie)e specic in'ormation

o' interest to CI pro'essionals* Intelligent agents are a t!pe o' bot that

tra)els amon( sites and &ses past experience to (&ide decisions* The

opport&nities 'or bots are immense, howe)er their &se and potential

mis&se raise le(al and ethical F&estions* :earch en(ine de)elopers

that &se bots 'or indexin( "e#sites ha)e 'ormed standards 'or their

&se* Competiti)e intelli(ence pro'essionals sho&ld also adhere to

ethical (&idelines when &sin( #ot technolo(!*

Companies s&ch as Intelli(ent A&tomation Inc* are de)elopin( a

s&ite o' tools, incl&din( bots, that can #e c&stomi2ed to the CI

pro'essionals needs* These tools will a&tomaticall! (ather in'ormation


27/34


on competitors and report the rele)ant data on a contin&o&s #asis

$:haer and Gem#ici, 1999%*

Gi)en the extremel! hi(h potential o' this technolo(!, it is

imperati)e that a CI pro'essional eep a#reast o' an! new

de)elopments*

2ML

A new de)elopment that is tain( hold now is the &se o' extensi#le

mar/&p lan(&a(e $BL%* An alternati)e to the existin( h!pertext

mar/&p lan(&a(e $HTBL% that simpl! 'ormats "e# pa(es, BL

descri#es the content o' "e# pa(es* Bicroso't 7@ce 8000 so'tware

s&pports BL and :&n has modied


28/34


• Current Analysis $http://www.currentanalysis.com%; a hi(hl! )al&e/added

ser)ice that deli)ers rele)ant news, rates its importance and

impact on the ind&str!, and pro)ides anal!sis #! ind&str! experts

that allows the CI practitioner to mae decisions* This ser)ice is

c&rrentl! onl! a)aila#le 'or e! se(ments in the in'ormation

technolo(! and telecomm&nications ind&stries*

• (ews&aps $http://www.newsmaps.com%; this site displa!s a topo(raphical

o)er)iew o' e!word densit! on the Internet $.i(&re E%* This

intri(&in( tool pro)ides a CI pro'essional with a (raphic displa!

that ill&strates hot topics d&rin( the past wee, month or !ear*

.or example, i' there has #een a lot o' news on wireless

networks, those e!words will #e displa!ed as a mo&ntain* A &ser

can then drill down to specic in'ormation on that partic&lar

news topic*

• Intelliseek1s !ulls0ye $http://www.intelliseek.com/prod/bullseye.htm%; is a

destop application that allows &sers to e@cientl! nd, anal!2e,

lter, report, trac and mana(e in'ormation* +&lls?!e &tili2es a

collection o' c&stom intelli(ent a(ents to search #oth the )isi#le

and in)isi#le "e#*

There are also 'ee/#ased ser)ices that will do all the Internet

monitorin(, compile the in'ormation, and prepare dail! reports 'or the

CI practitioner ?xamples incl&de ?watch $http://www.ewatch.com% and

C!#er Alert $http://www.cyberalert.com%* These t!pes o' ser)ices ma! #e

http://www.currentanalysis.com/http://www.newsmaps.com/http://www.intelliseek.com/prod/bullseye.htmhttp://www.eeatch.com/http://www.cyberalert.com/http://www.currentanalysis.com/http://www.newsmaps.com/http://www.intelliseek.com/prod/bullseye.htmhttp://www.eeatch.com/http://www.cyberalert.com/


29/34


s&ita#le 'or or(ani2ations that lac adeF&ate sta@n( to prod&ce the

reF&ired CI*

What lies ahead.

The n&m#er o' Internet/related tools and ser)ices a)aila#le to CI

pro'essionals 'or (atherin( and anal!2in( data is dramaticall! (rowin(*

It is expected that o)er the next three !ears new so'tware s&ch as

intelli(ent a(ents will come to #e &sed more 'reF&entl! than the! are

c&rrentl! #ein( &sed $.&ld, 199=%*

In addition, more "e#sites are expected to o>er alertin( ser)ices

that in'orm &sers when content is chan(ed or added* These alerts are a

mixed #lessin( 'or the CI pro'essional* Altho&(h it sa)es search time,

the amo&nt o' time spent wadin( thro&(h new in'ormation co&ld (row

exponentiall!* In 'act, there is alread! e)idence that anal!sts can

easil! spend =0 percent o' their time 5&st ddlin( aro&nd with

monitorin( or per'ormin( acti)ities s&ch as (atherin( and sortin( data

that dont in)ol)e interpretation and anal!sis3 $.ine(an, 199=%*

There'ore, new rele)anc! tools will #e needed to help the CI

pro'essional determine the most )al&a#le in'ormation 'or specic CI

needs*

"ith respect to monitorin( acti)ities there is h&(e potential 'or

the new data )is&ali2ation technolo(ies s&ch as -ewsBaps*

Competiti)e intelli(ence pro'essionals can F&icl! (ain insi(ht and

seeJ relationships amon( data when it is presented as a pict&reJ*


30/34


"ith the rapid (lo#ali2ation o' #&siness 'rom 'reer trade, relaxed

capital Oow restrictions, and ad)ances in comm&nications technolo(!,

it is #ecomin( increasin(l! challen(in( and imperati)e 'or the CI

pro'essional to trac chan(es in the competiti)e landscape* Data

)is&ali2ation technolo(! can 'acilitate this tas*

.inall!, it is clear that the opport&nities 'or push technolo(! will

contin&e to #e explored* Push will #e &sed not 5&st 'or (atherin(

in'ormation, #&t also disseminatin( in'ormation to those who need to

nowJ within the or(ani2ation $.ine(an, 199=%*

CONCLU0ION0

There are man! )al&a#le reso&rces a)aila#le on the Internet that help

a CI pro'essional monitor the #&siness en)ironment and (ather data on

specic tar(ets* :ome o' these tools are easier and 'aster to &se than

others and pro)ide more )al&a#le in'ormation* It is there'ore

recommended that the CI practitioner experiment with the di>erent

ser)ices and reso&rces to determine which ones #est s&it their needs*

Bost 'ee/#ased ser)ices pro)ide a 'ree trial period 'or e)al&ation

p&rposes* Howe)er, re(isterin( with them all at once is &nwise, as the

researcher will #e in&ndated with in'ormation that cannot #e e)al&ated

e>ecti)el!*

The CI pro'essional m&st per'orm d&e dili(ence when e)al&atin(

so&rces o' in'ormation deri)ed 'rom the Internet* Lie an! so&rce o'


31/34


in'ormation the credi#ilit!, #ias, and timelines o' the in'ormation m&st

#e e)al&ated*

Lastl!, the CI pro'essional sho&ld not 'or(et a#o&t the other

so&rces o' in'ormation 'or competiti)e intelli(ence* The Internet can #e

e>ecti)el! &sed 'or initial research and monitorin(, #&t contactin(

primar! so&rces s&ch as ind&str! experts, c&stomers, exec&ti)es, and

collea(&es sho&ld remain a e! data/(atherin( method*

ENDNOTE0

The terms Internet and .orl .ie .eb are (enerall! &sed

s!non!mo&sl!* The "orld "ide "e# $"""% or simpl! .eb is a

s!stem that &ses h!per/text lins and (raphical lins 'or na)i(atin(

amon( di>erent in'ormation so&rces* The Internet on the other hand

incl&des a '&ll ran(e o' &tilities incl&din( ?/mail, Gopher, """,

Telnet and le trans'er protocol $.T% that encompasses #rowsin(,

searchin(, retrie)al, and comm&nication across comp&ter networs*

The &se o' the term Internet in this paper re'ers to 5&st the "e# and

?/mail '&nctions*

8 6isit the Internet Assi(ned -&m#ers A&thorit! at

http;www*iana*or(cctld*html

'or a listin( o' co&ntr! name domains*

3 .or additional in'ormation on bots, )isit http;#ots*internet*com*

http://bots.internet.com/http://bots.internet.com/


32/34

1E0 Using the Internet for Gathering Competitive Intelligence

REERENCE0

+&chwit2, L* $199%* &onitoring Competitive Intelligence using Internet

Push Technology

http://tor-pw.netcom.ca/#lillyb/$%&paper.html

Calishain, T* and


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Frontiers in Competitive Intelligence 1E1

Lawrence, :* and C* Giles $1999%* 3Accessi#ilit! o' In'ormation on the

"e#,3 (ature8 E00$E0%, 10/109

Leonard, D* $199%* 3Channel T&r'; &sh Content :taes o&t So&r

:creen,3 C(et , .e#r&ar!

http://www.cnet.com/$ontent/+eviews/$ompare/,ush/index.html

rescott,


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