Hans Hedin has a strong track record in the area of Market/Competitive Intelligence consulting. He spends most of his time advising companies on setting up and further developing their corporate intelligence programs, while being a recognized speaker and workshop leader in the field of strategic Market Intelligence. He runs Market Intelligence (MI) Programs, Scenario Analysis workshops and Intelligence Analysis training & coaching at GIA. Mr Hedin joined Global Intelligence Alliance in 2003, having previously worked in the consulting and banking industries and in the public sector.

Irmeli Hirvensalo worked for GIA during the years 2001-2012 in a variety of positions ranging from process consulting and analysis to sales and strategic marketing. She is a regular presenter and lecturer about Market Intelligence topics in both commercial seminars and academic institutions. Since 2012, Hirvensalo has been developing MI processes as Market Insights Manager at Ahlstrom Corporation, a global high performance materials company.

Markko Vaarnas is the CEO and co-founder of GIA Group, founded in 1995, and has been responsible for the general management and international business development of the group since the beginning. He has steered the development of the company from the ground up to an organization with offices around the world. Vaarnas is a frequent presenter at international seminars and training events, while also leading consulting projects in Europe, USA and Asia.

Preface to the Second Edition vii

About the Authors ix

About Global Intelligence Alliance xi

PART 1 Market Intelligence in Global Organizations 1

1 Market Intelligence: Drivers and Benefits 3

2 Market Intelligence in Global Organizations: Survey Findings in 2013 21

PART 2 Roadmap to World Class Market Intelligence 51

3 Key Success Factors of World Class Market Intelligence 53

4 Intelligence Scope – Determining the Purpose, Target Groups, and Focus Areas of an Intelligence Program 63

5 Intelligence Process – Turning Random Data into Meaningful Insight 77

6 Intelligence Deliverables – Building a High-Impact Market Intelligence Product Portfolio 87

7 Intelligence Tools – Collecting, Storing, and Disseminating Intelligence 101

8 Intelligence Organization – The People and Resources that Generate the Impact 115

9 Intelligence Culture – Engaging the Organization in Market Intelligence 131

PART 3 Market Intelligence for Key User Groups 141

10 Market Intelligence for Current Awareness Across the Organization 143

11 Market Intelligence for Strategic Planning 157

12 Market Intelligence for Marketing, Sales, and Account Management 175

13 Market Intelligence for Innovation and Product Life Cycle Management 189

14 Market Intelligence for Supply Chain Management 203

PART 4 Developing World Class Market Intelligence Programs 215

15 Implementing Market Intelligence Programs 217

16 How to Develop an Existing Market Intelligence Program for Greater Impact 227

17 Demonstrating the Impact of Market Intelligence 241

18 Trends in Market Intelligence 253

Index 267

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