2. Competitive Intelligence For Sci-Tech Information Professionals June 5, 2004 Angela R. Pollis Information Consultant

3. What is Competitive Intelligence? CI is a systematic and ethical program for gathering and analyzing information about your competitors’ activities and general business trends to further your own Company’s goals.

4. Need for Competitive Intelligence “Management does not need more information about what is happening inside. It needs more information on what is happening outside… Growth and survival both now depend on getting the organization in touch with the outside world.” Peter Drucker “Management’s New Paradigms” 1998

5. WHY COMPETITIVE INTELLIGENCE?  SUPPORT FOR STRATEGIC DECISION-MAKING  EARLY WARNING OF OPPORTUNITIES AND THREATS  COMPETITOR ASSESSMENT AND TRACKING  SUPPORT FOR STRATEGIC PLANNING & IMPLEMENTATION

6. CI Coverage of the External Environment Competitor Capabilities Technology Economics Markets Competitive Materials Industry Trends

7. Competitive Intelligence is a Process The CI Circle Planning/Needs Assessment Collection Analysis Dissemination/ Action

8. Data Progression in the CI Process INFORMATION INTELLIGENCE DATA Collection Analysis Dissemination

9. Dissemination of CI  Custom Reports  Personal Communication  Presentations  E-Mail  Competitor Files  Computerized Databases  Newsletters  Meetings  Training Seminars  Bulletin Boards

10. THE JIGSAW PUZZLE RESEARCH MARKETING LEGALPLANNING

11. CI SOURCES  PRIMARY v. SECONDARY  BASIC v. CREATIVE  THE HUMAN ELEMENT

12. PRIMARY LITERATURE  Journals  Table of Contents Services  Peer-reviewed vs non-peer reviewed  Changes in Communication Electronic journals Preprint servers eBooks

13. CI SOURCES  PRIMARY INTERVIEWS PHOTOGRAPHS SITE VISITS SPEECHES COMPANY PUBLICATIONS  SECONDARY NEWSPAPERS JOURNALS WEB SITES ANALYSTS REPORTS INDEXES, BOOKS ONLINE DATABASES ANNUAL REPORTS

14. ONLINE RESEARCH  Commercial Sources v. Free Sites Information vendors such as LEXIS-NEXIS, DIALOG, FACTIVA STN: STNEasy, STN Express, STN on the web  Advance Preparation is a Good Idea  Keep Records of Where You Have Been  Site Mining

15. WHO IS YOUR COMPETITION?  DIRECT COMPETITORS  INDIRECT COMPETITORS  POTENTIAL COMPETITORS

16. TYPES OF INTELLIGENCE NEEDED  DEFENSIVE Directed toward avoiding surprises  PASSIVE Designed to provide basic data for analysis and evaluation  OFFENSIVE Designed to identify opportunities, track new products, prepare for future

17. DEFENSIVE - PURPOSES  AVOID SURPRISES  RECOGNIZE CHANGE  PREPARE CONTINGENCY PLAN

18. DEFENSIVE -TECHNIQUES  MONITOR INFORMATION  TRACK TARGET COMPANIES  FOLLOW PRODUCT LINE  DETECT NEW PATENT FILINGS

19. What kind of information Comes from Companies?  Annual Reports  SEC Filings  Press Releases  Advertisements  Employment Postings  Publications  Patents  Personnel Appointments

20. What Kind of Information can be found on a Home Page?  Description of Products and Services  Press Releases  Executive biographies  Pricing Information  Location and Description of Facilities  Job Opportunities

21. DEFENSIVE-SOURCES  EXPERTS  Internal or External Consultants  Technological Gatekeepers  University Professors  Editors of industry-specific newsletters and trade magazines  Speakers lists from conference literature

22. DEFENSIVE-SOURCES  ONLINE SERVICES DIALOG DATABASES Product Announcements Gale Group New Product Announcement (621 )  Industry Newsletters Gale Group Newsletter Database (636) Economist Group Business Magazines (622)

23. SOURCES INDUSTRY NEWS  BIZMINER.COM  BIZJOURNALS.COM  BUSINESS.COM  CNET NEWS.CNET.COM  PRNEWSWIRE.COM  VERTICALNET.COM

24. CAS Science in the News Latest industry news stories from Reuters This site polls Reuters for new stories every 10 minutes www.cas.org/reuters/chemnews,html

25. DEFENSIVE-EXAMPLES DIALOG INFORMATION SERVICES ENGINEERING & TECHNOLOGY MULTIDISCIPLINARY SOURCES  Conference Papers Index (77)  EI Compendex (8)  Energy Science & Technology (103)  Promt (16)

26. PASSIVE-PURPOSES  PROVIDE DATA FOR OBJECTIVE ANALYSIS  EVALUATE DATA  STUDY INDUSTRY TRENDS

27. PASSIVE - TECHNIQUES  GATHER AND MANIPULATE DATA  CREATE YOUR OWN DATABASES PRODUCTION SALES FACILITIES/PROCESSING PLANTS EXPERTS

28. PASSIVE- SOURCES  ONLINE NUMERIC DATABASES  INDUSTRY DATA  HISTORIC DATA  SPECIAL ISSUES OF INDUSTRY HANDBOOKS ISSUES  SPECIAL ISSUES OF JOURNALS

29. PASSIVE-EXAMPLES  STEEL INDUSTRY-AISI AND IISI STATISTICAL DATA  DOW JONES STOCK DATA  ONLINE DATABASES BUSINESS & INDUSTRY (9) HOOVER’S ONLINE S & P CORPORATE GALE GROUP TRADE AND INDUSTRY DATABASE(148)

30. OFFENSIVE -PURPOSES  IDENTIFY OPPORTUNITIES  TRACK NEW PRODUCTS  FOLLOW NEW TECHNOLOGY  ANTICIPATE LEGISLATIVE CHANGES

31. OFFENSIVE-TECHNIQUES  CREATE ALERTS  FLAG NEW ITEMS AUTOMATICALLY  SCAN PUBLICATIONS  ATTEND CONFERENCES, TRADE SHOWS

32. OFFENSIVE-SOURCES  ANNOUNCEMENT OF GOVERNMENT CONTRACT AWARDS  REQUESTS FOR PROPOSALS  R & D OPPORTUNITIES http://fedbizopps.gov

34. OFFENSIVE- EXAMPLES  DIALOG DATABASES BUSINESS OPPORTUNITIES, PROCUREMENT, & CONTRACTS DMS/FI CONTRACT AWARDS (588) GALE GROUP NEWSLETTER DATABASE (636) JOURNAL OF COMMERCE (637)

35. FOCUS NEW TECHNOLOGY CHALLENGES OF COMPETITIVE MATERIALS MARKETS SOCIAL & POLITICAL ISSUES FINANCIALS-M & A’s

36. Types of Intelligence  Company Intelligence How does this company organize its R & D and product development processes ?  Industry Intelligence Who are this industry’s leaders ?  Technology Intelligence How does our technology compare to our competitor’s? Who is conducting research in this area?

37. GRAY LITERATURE  Research Papers  Technical Reports  Preprints  Committee Reports  Working Papers  Conference Papers  Dissertations  Government Reports

38. Technical Reports DOE Information Bridge www.osti.gov/bridge Energy Citations Database www.osti.gov/energycitations NTIS www.ntis.gov GrayLit Network www.osti.gov/graylit/

39. Tip to Identify Gray Literature Use the Web to search a government agency, an association web site or an organization using the following words:White paper, report, study.

40. THE INVISIBLE WEB http://www.invisible-web.net http://www.surfwax.com

41. Top 4 Places to Search the Invisible Web Complete Planet This search engine features listings of specialty sites and directories that serve as gateways to information contained within the Invisible Web. www.completeplanet.com

42. The Invisible Web Directory Directory of resources and web sites that allow direct access to web sites and pages that are part of the Invisible Web. www.invisible-web.net

43. Librarians’ Index to the Internet This site tries to review and index a comprehensive listing of reliable and librarian-approved Web sites and databases from around the world. www.lii.org

44. INFOMINE A collection of educational and research focused Web sites and databases. Listings include electronic journals, bulletin boards, mailing lists and card catalogs. This site is a project of several university libraries working together. http://infomine.ucr.edu

45. NEW SEARCH ENGINE http://www.scirus.com http://www.scirus.com

46. CI SITE SEEING WWW.FULD.COM WWW.SCIP.ORG WWW.COMPETIA.COM

49. www.competia.com

50. CI SITE SEEING WWW.CORPORATEINFORMATION.COM WWW.SEC.GOV WWW.CEOEXPRESS.COM WWW.MONSTERBOARD.COM WWW.SWITCHBOARD.COM WWW.TSCENTRAL.COM WWW.PRARS.COM

53. GET THE OBVIOUS INFO FIRST SEARCH: Your Target Company’s Home Page Online Databases for Trade and Industry Publications Dun and Bradstreet Business Reports General Business Directories General Web Sources

54. HOW TO...  FIND  Company’s Culture  New Product Development  Costs  Capacity  LOOK FOR  Type of Staff Recruitment  Patent & Trademarks  Comparison to your Processes  Plant Closings& Sales

55. HOW TO USE THE NET  USE MORE THAN ONE SEARCH ENGINE  NATURAL LANGUAGE SEARCHING  EXPLORE THE SITE—USE SITE MAP

56. WHEN NOT TO USE THE NET WHEN LOOKING FOR RETROSPECTIVE INFORMATION PRIOR TO 1996 WHEN SEARCHING MULTIPLE DATABASES SIMULTANEOUSLY WHEN SEEKING HIGH-VALUE OR AUTHORITATIVE INFORMATION COMPLEX SEARCHES DO NOT WORK WELL

57. Targeting Specific Competitors Hoover’s Onlinehttp://www.hoovers.comhttp://www.hoovers.com Edgar Onlinehttp://freeedgar.comhttp://freeedgar.com 10-KWizardhttp://www.10kwizard.comhttp://www.10kwizard.com BusinessWebhttp://businesswebsource.comhttp://businesswebsource.com CorpTech Database Of High-Tech Companieshttp://www.corptech.comhttp://www.corptech.com Public Register’s Annual Report Servicehttp://www.prars.comhttp://www.prars.com

58. MINI GUIDE TO SEARCH ENGINES  http://www.altavista.com  http://www.yahoo.com  http://www.infoseek.com  http://www.hotbot.com  http://www.nlsearch

59. MORE SEARCH ENGINES  http://www.metacrawler.com http://www.metacrawler.com  http://www.lycos.com http://www.lycos.com  http://www.wisenut.com http://www.wisenut.com  http://www.vivisimo.com http://www.vivisimo.com  http://www.google.com http://www.google.com

61. U.S. GOVERNMENT SITES www.Fedworld.gov One- stop locating government information www.FirstGov.gov General government information : : www.scitechresources.gov Key technology sites www.scitechresources.gov www.fedbizopps.gov Federal Procurement

63. Who are the major competitors? Steps to identify competitors in technology 1.Do your search and develop a relevant answer set 2.Limit this set to patents 3.Extract the patent assignees

64. PATENT SEARCHING WHY SEARCH PATENTS?  Review the technical content  Identify specialists or inventors  Avoid duplication of R & D efforts  Keep track of competitors  Detect/avoid patent infringement  Search for English language equivalent patents to review foreign patents

65. MAINTAIN AN AWARENESS OF COMPETITORS EXPLORE THEIR AREA OF RESEARCH CREATE A PATENT PORTFOLIO TRACK THEIR PATENT ASSIGNEES REVIEW PERIODICALLY TO ASSESS NEW AND ELIMINATE FADING COMPETITORS

66. USING INTELLECTUAL PROPERTY INFO TO GAIN COMPETITIVE ADVANTAGE IDENTIFY PATENTS & TRADEMARKS Derwent World Patents(351) U.S. Patents Full Text (654 ) Trademarkscan U.S. Federal (226 ) LOCATE COMPANIES IN A SPECIFIC TECHNOLOGY DETERMINE A COMPANY’S NEW PRODUCTS

67. FREE PATENT SEARCHING SITES  DEPATISnet — SOURCE FOR FOREIGN AND WORLD PATENTS  Surfip---GOOD SITE TO SEARCH USA AND ASIAN PATENTS  USPTO—US PATENT AND TRADMARK OFFICE.GOOD SITE TO SEARCH FOR US PATENTS  http://www.depatisnet.de  http://www.surfip.gov.sg http://patents.uspto.gov

68. INTELLECTUAL PROPERTY INFORMATION http://www.uspto.gov http://www.delphion.com http:www.espacenet.com http://www.micropatent.com

70. Hidden Google Tools Search by Number Google now recognizes the pattern for various tracking numbers: UPC codes,area codes, US patent numbers. For patent numbers: Example search: “patent 5123123” Remember to put the word “patent” before your patent number

71. SEARCHING GOOGLE FOR DATA A quick way to search for chemical data using Google: Enter “CAS-RN” “Search words” For example: A quick search for Dibenzoyl peroxide, CAS Registry Number=94-36-0 Enter “94-36-0” “density” Search Hits will be displayed

72. More Google Tools Synonym feature that lets you search for not only the word that you type in the search box but also for some common synonyms of the word. The synonym symbol is the tilde(~) and the syntax is ~word Google API Proximity Search lets you look for two words within one, two or three words of each other.

73. Searching Tips Use “reverse link” searching as a citation type search to find “more like this.” This syntax will look for pages that link to a particular page. Using Google, the syntax is: Link:www.dow.com

74. More Searching Tips Use the Google “related” operator Related:www.dow.com Does not find linked pages but finds similar pages Use keywords like chart or graph or XLS files when looking for statistics

75. GENERAL SOURCES AND GUIDES http://www.thomasregister.com http://www.ipl.org http://www.resourceshelf.com http://www.chemnews.com

76. THE ABC’S … START BY A CCESSING THE BEST BUSINESS, FINANCIAL, AND SCI-TECH DATABASES AND WEBSITES B UILDING DATABASES, PORTFOLIOS ON COMPANIES OR INDUSTRIES C REATING RESOURCES IN FORMATS THAT CAN BE UPDATED D ISSEMINATING INFO INSTANTLY IN VARIOUS FORMATS—SPREADSHEETS, TEXT

77. GETTING STARTED  PLAN YOUR RESEARCH  FIND THE OBVIOUS INFORMATION FIRST  GO OFF-LINE FOR INTERVIEWS AND PRINT INFORMATION  BRAINSTORM-WHO KNOWS?  SEARCH GOVERNMENT SOURCES-- FEDERAL,STATE,LOCAL  IDENTIFY KEY INDIVIDUALS & GROUPS—REPORTERS, ANALYSTS, ASSOCIATIONS