The SMPS Marketer recently published my article on Competitive Intelligence for the Architectural, Engineering and Construction industries. The focus of the topic: How marketers can discern business opportunities by drilling down into the marketplace, especially by looking at the competitive landscape. I quickly learned that Competitive Intelligence is much different from Industrial Espionage. Some readers might regard it as “Market Research” but real competitive intelligence takes the conventional market research approach a step further and focuses on developing “what if” models based on analyzing the external business environment and your own business strengths.
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