Advanced Analytics Session: Applied Business Strategy Frames

How can strategy frames be applied to define a successful product launch?

In this session we’ll review, then apply the classic strategy frames (Portarian market based view, resource based view, hyper competition, and blue ocean strategy).


As in the other Advanced Analytics sessions, we’ll be working with a case about the emerging market for flying taxis! All three sessions can be attended independently!


Flying taxis, more precisely eVTOL (electric vertical takeoff and landing) vehicles, might start commercial services as early as 2022. They could revolutionize urban passenger transportation – or might fail to reach acceptance and governmental/municipal authorization.  A good dozen competitors (including powerhouses like Boeing, Airbus, and Uber, as well as start-ups such as  Volocopter, Lilium or EHang) fight over the first licenses to operate their vehicles in metropolitan areas – where the eVOTLs generate potentially the highest benefits by reducing both, traffic jams and pollution.   


But .. who will make it? The winner might take the whole market by setting the gold standard.

In this “Advanced Analytics” session you’ll develop and try out the strategy frames approach to shed some insight in the environment  of this go-to-market race.


After a short introduction to strategy frames and the flying taxi industry, you’ll work under supervision of the session instructor.  Together with your peers you’ll experience strength and weaknesses of this approach for CI practitioners! 

Key Take Aways

  • Refresher for „classic“ strategy frames that everybody encounters
  • Learn to apply strategy frames in a real setting
  • Discuss advantages and disadvantages of  each strategy frame

Speaker profile

Rainer Michaeli is an internationally recognized competitive intelligence (CI) professional. After graduating as an aeronautical engineer from the University of Brunswick, Germany, he worked as a systems and project engineer in the defense industry. Upon completion of an MBA at INSEAD, France, he worked as a Marketing Manager in the IT industry.

In 1993 Rainer Michaeli set up DIE DENKFABRIK GmbH, an international consultancy that specializes in competitive intelligence services. In 2004 he founded the Institute for Competitive Intelligence (ICI), a major global competitive intelligence education provider, of which he is the Managing Director. He is also an adjunct lecturer in CI at the University of Darmstadt.

In addition, Rainer Michaeli founded the leading German CI society, Deutsches Competitive Intelligence Forum, where he is a dedicated board member. In acknowledgement of his achievements in propagating competitive intelligence he has received awards such as Catalyst and Fellow from SCIP (Strategic and Competitive Intelligence Professionals), where he was a board member from 2003 to 2005.

Rainer Michaeli’s text book “Competitive Intelligence” published in 2005, achieved instant acclaim and became a Financial Times Germany TOP 3 best seller.