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1 of 1 people found the following review helpful:
5.0 out of 5 stars
Many Short-Cuts and Tips for Better On-Line Intelligence, 19 May 2004
This helpful guide was revised in May 2000, and should be a regular resource for those with questions about competitors. The book is intended to help those who don't keep up with the topic regularly learn about the information tools available, to add new sources of information for those who are active in this area, and to improve the use of familiar tools by employing them differently and better. The book contains over 1500 bookmark references. You can also access these on-line at the author's Web site.To me, the best aspect of this book was the suggested structuring of many standard competitive intelligence searches and reports. Ms. Burwell starts with the question, shows you what a report should contain, and details how to get the information. A typical question would be: What is company X doing in the following area? With the outlines in this book, virtually anyone can use this book to create helpful information. If you are a small company or don't have a competitive intelligence unit, people in your company can use this book to get you the information you need in a timely and cost-effective way. Another strength of this book can be found in the warnings throughout about when to be cautious in accessing or using information. These come from Ms. Burwell's many years of experience and will save you mistakes. For example, free information often isn't as good or as fast as information you pay for. Also, CD ROMs often provide more data at a lower price than on-line paid services do. Another strength was help in evaluating the information you find. As we all know, the Internet is full of incorrect and misleading information. This adds a lot of value for the neophyte. I was pleased to see that there were sections to help you probe anonymously, and how to use foreign resources in other than English. Since much of what goes on here can come close to the line legally, lawyers will be glad to know that there are many warnings of when to consult counsel before acting. You will also find helpful suggestions for keeping the information up-to-date where you have tracking needs. The suggestions for managing bookmarks was particularly helpful to me. Having followed the competitive intelligence profession since 1974, I was pleasantly surprised to see the many resources now available. There are far more listed here than the professionals we hire typically use, or our internal staff can locate. As a result, I plan to reorganize how we acquire this information for our management consutling clients. Before deciding how much competitive intelligence you need, check this book out. It may increase the amount of activity that you want to do, as you develop a better sense of what is possible. After you have finished reading and applying this book, I suggest you also do some counterintelligence and learn what can be gleaned about your company using the same techniques. Chances are that you need to tighten up in some areas. Keep ahead of the competition offensively and defensively!
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