Porter’s 5 Forces and related analyses used to be the key techniques for understanding companies and industries. Over the years the world has changed. Analysis techniques have too. The pace of change is faster, and analysis needs to reflect this anticipating what could happen rather than what is happening.
CI Analysts need to consider not only current market players but new entrants, new technologies and new disruptive business models. Although the 5-Forces model includes threats of new entrants and substitutes the focus is still on traditional industries and competitor rivalry. War-Game and Scenario Analysis approaches help but these take time to do and prepare – and often depend on the traditional techniques.
Over the last two decades, new strategy analysis approaches have been developed that give CI professionals tools that can more quickly take account of changes – whether used as standalone tools or in a War Game or Competitive Scenario Analysis.
This workshop will focus on Blue Ocean strategy approaches, and the Business Model Canvas, as well as examining how disruptive innovation works and threatens companies and the importance of understanding value creating activities (the Value Net).
Attendees will work on practical case study exercises in using the Business Model Canvas approach for company analysis, along with the Blue Ocean 4-Actions Framework and Strategy Canvas. This should give attendees powerful methods to understand how their companies or competitors could disrupt their marketplaces, and how their companies can gain competitive advantage by anticipating threats and creating opportunities.
Arthur Weiss is the CEO of AWARE, specialising in CI analysis, research and training. He has worked in CI since the 1980s, initially with Dun & Bradstreet and now with AWARE, established in 1995.
Arthur is well known as a competitive / marketing intelligence expert and has taught hundreds of CI professionals on a range of topics. He led the world’s first workshop on finding CI using the Internet at the 1997 International Online Conference and has carried out social media (SOCMINT) research for clients since 1999.
Arthur was the General Editor of Croner’s Marketing – A Practical Management Guide (1996) contributing chapters on competitor analysis and marketing planning. He wrote the corporate intelligence chapter in The Palgrave Handbook of Security, Risk and Intelligence (2017). He is the module leader for ICI’s secondary research (OSINT) and counter-intelligence workshops and is also a member of AIIP and SLA.
GICI Institute for Competitive Intelligence GmbH
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Phone: +49 6033 971377
Fax: +49 6033 971376