1. AIAA Delta Forum 2002 Using the Web for Competitive Intelligence Gathering by J. Rocker & G.J. Roncaglia (AIAA Paper 2002-0282) Presented by JoAnne Rocker NASA Scientific and Technical Information Program Office Langley Research Center

2. What Competitive Intelligence is and is not Why It is Important Benefits of doing CI Using the Web for CI Topics for Discussion AIAA Delta Forum 2002 Rocker, AIAA Paper 2002-0282, Jan 2002 1

3. What is Competitive Intelligence Sometimes referred to as corporate or business intelligence Intelligence about market trends, competitor strategies, government policies, laws, domestic and global events, etc. Purpose is to help make strategic decisions Collect FilterAnalyze Actionable Intelligence (decision) CI Process Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 2

4. What Competitive Intelligence Is NOT Common misconception - Espionage or spying Economic Espionage Act of 1996 - Made it illegal to steal or "appropriate" proprietary information with penalties of up to 15 years in prison and fines up to $10 million Society of Competitive Intelligence Professionals (SCIP) - Defines CI as, "the legal collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors, conducted by using information databases and other "open sources" and through ethical inquiry (http://www.scip.org/) Experts estimate - 95% of the information desired for CI purposes is publicly available* *(Source: Competitive Intelligence Magazine, v.3(1), pp.37-40 Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 3

5. Why is Competitive Intelligence Important Competitive playing field has changed over time Global marketplace forces companies to find new ways to differentiate themselves from a larger pool of competitors Economic superiority is based on technological innovation and knowledge industries Staying competitive means staying informed of what is going on in marketplace, customer demands, federal regulations, laws, and other external factors Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 4

6. CI takes the guesswork out of making decision Anne Selgas, director of corporate intelligence for Eastman Kodak, says, "companies that don't use competitive intelligence are running blind* CI gives corporate decision-makers the insight and knowledge to make decisions based upon intelligence versus assumptions about marketplace trends CI process provides businesses with an objective intelligence source - not guesswork Why is Competitive Intelligence Important (continued) *(Source: Network World, v.15(45), p.42, 1988) Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 5

7. Examples of CI Potential alliances for joint ventures, licensing and partnerships Potential merger and/or acquisition targets Customer needs and wants Competitor existence, pricing, products/services, marketing strategy, production Evaluations for offensive/defensive marketplace tactics Marketplace trends Predicting technology readiness Regulatory activities by government, others *(Source: Competitive Intelligence Review, v.9(2), 10-16, 1998) CI is feedback about* Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 6

8. Who does CI in a Company Most companies do some kind of CI activity – ad hoc basis, project-based, or continuous program for gathering intelligence CI departments found in one or more departments - Mergers & acquisitions - Corporate strategy - Market strategy or market research - Pricing and yield management -Business development *(Source: Competitive Intelligence Magazine, 3(2), pp.17-20, 2000) Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 7

9. Benefits of CI Increase chances of success* - Avoid surprises - Identify threats and opportunities - Gain competitive advantage by decreasing reaction time - Improve planning - Improve understanding of ones own company Financial Return on Investment (ROI) - Robert Flynn,former CEO of NutraSweet, says that CI was "worth up to $50 million per year to his company+ +(Source: Network World, v.15(45), p.42, 1988) *(Source: Competitive Intelligence. New York: The Conference Board, 1988 Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 8

10. Internet Increases CI Accessibility Internet and web-enabled technologies have changed the way companies do business -E-business initiatives allow innovative ways to interact with customers and market new products and services - Internet levels the competitive playing field; small companies can compete with larger companies by using the Internet to establish market niches As companies use the Internet as a business tool, more information is available on the web for CI purposes – websites, news services, etc. – this information is retrieved, filtered and analyzed to perform the CI process More CI web-enabled tools and services exist today than ever before and the market is growing for these CI products Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 9

11. Using the Web for CI Chatrooms, Listservs and newsgroups Company websites Consultants specializing in CI Internet search engines Local, government, and state websites News services Subscription services Universities Sources Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 10

12. Using the Web for CI Free InformationFor-fee Services Advantages: No cost (in terms of access) Relevant information Broad coverage Advantages: Sources verifiable Specialized information Reduces searching time Disadvantages: Filtering time-consuming (staff time) Information integrity (authentication, timeliness) Disadvantages: Cost Pay for more than need Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 11

13. Using the Web for CI Examples of CI resources available on web Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 12

14. Hoovers Online service (Directory information) - Company profiles and financial information are available from 12 million public and private companies from over 300 industries (http://www.hoovers.com/) Internet Sources for CI Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 13

15. Internet Sources for CI Chatrooms, Listservs, and Newsgroups Discussion groups cover the gamut of interests and what people say in these virtual spaces can be relevant to companies - Employees discussing their work may reveal useful details about their companies and their technologies - Customers may complain about the service they received from a certain company and the quality of the product. These sites can be monitored for relevant information Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 14

16. Internet Sources for CI Catalist is a site that has cataloged all the public LISTSERV® lists on the Internet (http://www.lsoft.com/lists/listref.html) Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 15

17. Internet Sources for CI The government is the largest producer of free information in the U.S. Firstgov - Official government portal to government information, services, and online transactions; its search engine searches across all government websites, making it easier to find government information (http://www.firstgov.gov/) U.S. Securities and Exchange Commission website provides Company financial data (http://www.sec.gov/) U.S. Patent and Trademark Office website can be used to search for patents and trademark information (http://www.uspto.gov/) Library of Congress Thomas site searches Congressional legislation and proceedings dating back to the 1700s (http://thomas.loc.gov) Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 16

18. Internet Sources for CI Scientific and technical research information is also available from government agency websites (citations, full-text documents, fact sheets, etc.) DoDs Defense Technical Information Center (http://www.dtic.mil/) DOEs Office of Science and Technology Information and Resources (http://www.osti.gov/) NIHs National Library of Medicines MedlinePlus (http://www.nlm.nih.gov/medlineplus/) Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 17

19. Internet Sources for CI NASA – Scientific and Technical Information Program Office (http://www.sti.nasa.gov/) Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 18

20. NASAs Technical Reports Server (http://techreports.larc.nasa.gov/cgi-bin/NTRS) Internet Sources for CI Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 19

21. Internet Sources for CI Lexis-Nexis - Offers online databases covering legal information, news sources, company and financial information, and public records (http://www.lexis-nexis.com/) Dialog Corporation - Access to suite of web-based products provides access to business, engineering, medical, news, and technology information (http://www.dialog.com/) Subscription Services Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 20 Database providers are often useful sites to use because of they offer access multidisciplinary information sources through an integrated user interface, thus making it easier to find information on a wide variety of topics

22. Conclusions CI is available via legal and ethical means – not spying CI is critical factor in companys success – strategic planning and return on investment (ROI) Internet and web-based products can enhance CI data collection Advantages and disadvantages of relying on free versus fee information for CI Companies should capitalize on the accessibility of CI and incorporate CI into strategic planning activities Failure to utilize CI will result in missed opportunities and/or unwelcome surprises Rocker, AIAA Paper 2002-0282, Jan 2002 AIAA Delta Forum 2002 21