Competitive intelligence in Brazil

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Competitive intelligencein Brazil
SLA 2007, DENVER, CO

• Gilda Massari Coelho
• SG Gestão Tecnológica e Ambiental
• gilda_at_sgconsulte.com.br
• gilda_at_massari.net

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New information paradigm
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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.

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Intelligence Model
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Time factor
Explicit knowledge
Tacit knowledge
Time

• Now!
• Short term
• Medium term
• Long term

Competitive environment scanning
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STRATEGIC INFORMATION HOW DO THEY COME TOGETHER ?
Knowledge Management Organizational
Knowledge Appropriation
Networks
Networks
Foresight Future Vision
Competitive Intelligence Competitive Environment
Scanning
Networks
Decision
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Competitive Intelligece, Knowledge Management and
Foresight
Past/ Present
Knowledge Management Organizational
Knowledge Appropriation
Present/ Future
Future
Networks
Networks
Foresight Future Vision
Competitive Intelligence Competitive Environment
Scanning
Networks
Decision
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The intelligence value
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THE SITUATION IN BRAZIL IN MID 90S

• 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

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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?

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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

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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.

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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.

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A PROJECT FOR BRAZIL

• 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

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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.

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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.

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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.

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THE CI PROGRAME
Lato sensu Specialization Course 400 hours class INT Brazilian universities
Stricto sensu DEA (master) Thesis Univ.Marseille
Stricto sensu PhD Dissertation Univ.Marseille
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CONTENTS OF CI POST-GRADUATION COURSE
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INTEGRATION OF COURSE CONTENTS TO CI SYSTEM

• Strategic Planning
• Competitive Strategies
• Scenarios

• Networking

Planning and coordinating
Competitive Intelligence
Gathering

• Communication Systems

• Information Systems
• Information Sources
• Patents and Intelectual Property

• Trends in CI
• Intelligence Cycle
• Planning and working with CI
• Marketing Intelligence
• Technological Intelligence

Disseminating
Organizing

• Knowledge Management
• Data bases
• Datawarehousing
• Data Mining

Analyzing

• Technology Opportunities Analysis
• Competitor Analysis
• Benchmarking

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Courses organized by INT
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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.

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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.

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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.

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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.c
  om

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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.

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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!

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Thank you!

• Gilda Massari Coelho
• gilda_at_massari.net
• gilda_at_sgconsulte.com.br