The Handbook of Market Intelligence

Hans Hedin has a strong track record in the area of Market/Competitive Intelligence consulting. He spends most of his time advising companies on setting up and further developing their corporate intelligence programs, while being a recognized speaker and workshop leader in the field of strategic Market Intelligence. He runs Market Intelligence (MI) Programs, Scenario Analysis workshops and Intelligence Analysis training & coaching at GIA. Mr Hedin joined Global Intelligence Alliance in 2003, having previously worked in the consulting and banking industries and in the public sector.
 
Irmeli Hirvensalo worked for GIA during the years 2001-2012 in a variety of positions ranging from process consulting and analysis to sales and strategic marketing. She is a regular presenter and lecturer about Market Intelligence topics in both commercial seminars and academic institutions. Since 2012, Hirvensalo has been developing MI processes as Market Insights Manager at Ahlstrom Corporation, a global high performance materials company.
 
Markko Vaarnas is the CEO and co-founder of GIA Group, founded in 1995, and has been responsible for the general management and international business development of the group since the beginning. He has steered the development of the company from the ground up to an organization with offices around the world. Vaarnas is a frequent presenter at international seminars and training events, while also leading consulting projects in Europe, USA and Asia.

An important update to this roadmap for the development of a corporate intelligence program
 
Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight. For companies to thrive in the global post-recession marketplace, their management needs future-oriented business information. The Handbook of Market Intelligence provides a one stop shop, step-by-step roadmap for establishing, conducting and further
developing corporate intelligence programs within an organisation and then shows how organisations can turn market data into actionable insights.
 
* Full of best practice advice from hundreds of real-life international case studies
 
* Outlines the anticipated future trends in Strategic Market Intelligence based on unique global survey data
 
* Provides guidance on extracting relevant, useful and accurate market information that can be used for successful business development

Preface to the Second Edition vii
 
About the Authors ix
 
About Global Intelligence Alliance xi
 
PART 1 Market Intelligence in Global Organizations 1
 
1 Market Intelligence: Drivers and Benefits 3
 
2 Market Intelligence in Global Organizations: Survey Findings in 2013 21
 
PART 2 Roadmap to World Class Market Intelligence 51
 
3 Key Success Factors of World Class Market Intelligence 53
 
4 Intelligence Scope - Determining the Purpose, Target Groups, and Focus Areas of an Intelligence Program 63
 
5 Intelligence Process - Turning Random Data into Meaningful Insight 77
 
6 Intelligence Deliverables - Building a High-Impact Market Intelligence Product Portfolio 87
 
7 Intelligence Tools - Collecting, Storing, and Disseminating Intelligence 101
 
8 Intelligence Organization - The People and Resources that Generate the Impact 115
 
9 Intelligence Culture - Engaging the Organization in Market Intelligence 131
 
PART 3 Market Intelligence for Key User Groups 141
 
10 Market Intelligence for Current Awareness Across the Organization 143
 
11 Market Intelligence for Strategic Planning 157
 
12 Market Intelligence for Marketing, Sales, and Account Management 175
 
13 Market Intelligence for Innovation and Product Life Cycle Management 189
 
14 Market Intelligence for Supply Chain Management 203
 
PART 4 Developing World Class Market Intelligence Programs 215
 
15 Implementing Market Intelligence Programs 217
 
16 How to Develop an Existing Market Intelligence Program for Greater Impact 227
 
17 Demonstrating the Impact of Market Intelligence 241
 
18 Trends in Market Intelligence 253
 
Index 267