Submitted by Vitor Zenaide (vitorzenaide@gmail.com) on 2013-01-15T18:20:00Z No. of bitstreams: 1 marketing-zenaide-projeto v11.docx: 2633895 bytes, checksum: 8c5704c1f304e64ad1d11cb6f13bfed5 (MD5) / Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2013-01-15T19:57:28Z (GMT) No. of bitstreams: 1 marketing-zenaide-projeto v11.docx: 2633895 bytes, checksum: 8c5704c1f304e64ad1d11cb6f13bfed5 (MD5) / Made available in DSpace on 2013-01-15T20:18:31Z (GMT). No. of bitstreams: 1 marketing-zenaide-projeto v11.docx: 2633895 bytes, checksum: 8c5704c1f304e64ad1d11cb6f13bfed5 (MD5) Previous issue date: 2012-12-12 / This paper aims to apply the theoretical framework Wright-Pickton in Competitive Intelligence (CI) to the reality of this practice in Brazilian companies of the telecommunications industry, in order to create a diagnostic of the current situation of CI and improve the theoretical model, seeking to make it more accurate to evaluate CI processes in organizations. From this diagnosis, some recommendations for the CI function upgrading were made as a product of this dissertation, making it fundamental for the decision-making process. It was used the same methodology of an article published in 2009 that investigated the reality of CI activities on retail banks in United Kingdom from the same framework. In this study, the focus was the telecommunications industry, covering the entire value chain. The information collection was based on interviews with executives that lead departments or functions related to the Competitive Intelligence concept. As a final result, it was realized that the aspects of data collection and CI outputs use were the most distant from the ideal situation considered by the framework, attributes that can be improved to make a better connection of the practice with the company strategy. / Este trabalho aplicou o framework teórico de Wright-Pickton em Inteligência Competitiva (IC) na realidade da prática em empresas brasileiras da indústria de telecomunicações, a fim de gerar um diagnóstico da atual situação de IC e contribuir com o aperfeiçoamento do modelo teórico, buscando torna-lo mais preciso para a avaliação de processos de IC nas organizações. A partir deste diagnóstico, algumas recomendações gerenciais para o aprimoramento da função de Inteligência Competitiva, tornando-a vital para o processo de tomada de decisões estratégicas, foram realizadas como produto do estudo. O trabalho seguiu a metodologia de um artigo publicado em 2009, que investigou a realidade da função de Inteligência Competitiva de bancos de varejo no Reino Unido sob o mesmo framework de análise. Neste estudo, o foco foi a indústria de telecomunicações, abrangendo toda sua cadeia de valor. A coleta de informações deu-se por meio de entrevistas em profundidade com executivos que lideram áreas ou funções similares ao conceito de Inteligência Competitiva nas organizações. Como resultado final, percebeu-se que os aspectos coleta de dados e utilização dos outputs de IC são os que estão mais distantes do considerado ideal pelo framework, pontos que podem ser melhorados para tornar a prática mais próxima possível da estratégia da companhia.

Avec les mutations de l’internet induites par le développement des outils collaboratifs (blogs, flux RSS, réseaux sociaux, partage d’informations...) l'information change de nature. Sa production devient de plus en plus simple. L'utilisateur, qui depuis les débuts de l’internet grand-public, se contentait d’un rôle de consommateur tout-court d'informations s'est, petit-à-petit, transformé en « consommateur-producteur ». Il est au cœur du nouveau système de production et de diffusion de l’information. Ce changement qui s'opère dans toutes les couches sociales avec comme caractéristiques principales la floraison des blogs, la veille personnalisée, la customisation des outils, le partage, la collaboration dans les réseaux sociaux ..., s’identifie à travers les appellations « web 2.0 », « web social », « web collaboratif ». Plus que des mots, il s’agit de pratiques informationnelles qui mettraient en cause les acquis des entreprises en matière de veille et d'Intelligence Économique. Ainsi, l'intérêt de mesurer les tenants et les aboutissants de ce renouvellement des usages informationnels nous pousse à travers cette thèse à s’interroger sur leur impact réel ou supposé dans la veille et l'Intelligence Économique. Ce travail propose de mesurer le degré de récupération des compétences des utilisateurs du web 2.0 dans les démarches de veille et d’IE en PME et TPE. À l’issue d’une enquête de terrain portant sur un échantillon de 70 entreprises de différentes régions du monde (France, États-Unis, Grande-Bretagne, Maroc, Sénégal…) il a été intéressant de constater que le web 2.0 est assez bien connu dans les entreprises quelle que soit leur taille. Toutefois, la récupération de ses applications dans une démarche de veille et d’Intelligence Économique reste assez dispersée du fait, notamment, de la méconnaissance des potentialités de certains outils, qui a comme conséquence leur non prise en compte dans les politiques informationnelles. Ce résultat nous a convaincu de proposer aux TPE et aux PME une démarche de mise en place d’un dispositif de veille collaborative qui a l’originalité d’intégrer les outils du web 2.0. S’inscrivant dans la logique d’un dispositif de veille de seconde génération (Lietzelman et al.), la démarche proposée constitue une amélioration de celles déjà existantes (AFNOR, Paul Degoul). Elle prend en compte dans chacune des phases (conception, planification et mise en œuvre) la dimension sociale de l’internet et de ses pratiques. Un exposé de techniques d’exploitation de certains de ces outils pour un problème de veille a été produit afin de sensibiliser sur leurs potentialités dans l’éventualité de leur intégration dans un système de veille et d’intelligence économique / With the web as a platform and the development of collaborative tools (blogs, RSS feeds, social networking, information sharing ...) information is changing and its production becomes increasingly simple. The average user, who since the advent of the Internet has merely a short role as consumer of information, is transformed into a "consumer-producer" of information. He is at the heart of the new system of production and dissemination of information. This change whose characteristics cannot be ignored: blogs, personal monitoring, social bookmarking, personalization tools for research, collaboration in social networks etc. and known under the names "Web 2.0", "social web", "collaborative web" would undermine the achievements of companies in terms of information monitoring and Competitive Intelligence (CI); hence the importance of measuring the ins and outs of this renewal informational practices. In addition to questions about the real or supposed changes in information monitoring and Competitive Intelligence in the Age of social web, our research also wanted to measure the degree of recovery skills of web 2.0’s users in SMEs CI‘s systems. With a field survey covering a sample of 70 companies from different regions of the world (France, USA, Great Britain, Morocco, Senegal ...) we noticed that the Web 2.0 is fairly well known by companies regardless of their size, but the recovery of its applications in a process to monitor information is dispersed (using disparate, breach of certain tools potential, lack of information policy incorporating tools 2.0...). This result has convinced us to propose to the SME an approach of establishing a collaborative information monitoring system which has the originality to include the tools of Web 2.0 since the phases of design, planning and implementation. In order to respect the logic of a second generation Information Monitoring System (Lietzelman et al.), the proposed approach is an improvement of existing ones like the AFNOR system or that of Paul Degoul. It is accompanied, for sensitizing SME by a statement of operational techniques of some social media tools for their possible inclusion in a Competitive Intelligence System

This thesis is focused on thorough description of Competitive Intelligence term and its fol-lows usage for webpages audit. The practical part of this thesis is primarily created for the Bisnode company. However, it can be used everyone who wants to perform on-line webpages analysis of their competitors. In thesis are also used professional tools of Majestic company and SEOPowerSuite company. I got these for limited time after my e-mail corre-spondence with company´s support team. At the beginning of practical section the Bisnode company is introduced to readers, so that they might become familiar with it. After that, the analysis was performed and divided into 4 thematic areas based on Bisnode´s wish. I ana-lyzed strengths and weaknesses of monitored sites in each of this section so that the company can learn not only from their mistakes but also from mistakes of its rivals. I tried to analyze Competitive Intelligence term in detail in the theoretical part of thesis. In addition, this term is viewed from multiple angles (its history, reflection of its Czech trans-lation, ethic associated with the CI term or description CI as process). So, this thesis can be also a beneficial for readers that know this term but want get deeper knowledges.

Depuis 1988, l’Algérie a initié des réformes économiques profondes appuyées par un arsenal législatif et des accords internationaux. L’Etat Algérien a abandonné son rôle de protecteur sans maîtriser son rôle de régulateur. Le passage de l’économie planifiée basée sur le monopole de l’Etat à une économie de marché, est caractérisé par l’émergence du secteur privé et des changements radicaux sur le plan institutionnel en ce qui concerne l’Etat, et sur le plan organisationnel, stratégique et technologique concernant les EPA. Dans ce contexte incertain, ces EPA ne peuvent plus compter uniquement sur leurs capacités internes. Elles doivent s'ouvrir pour créer des partenariats avec leurs fournisseurs, les universités et même leurs concurrents. D’où nécessité de :- Mutation vers de nouvelles formes adaptées aux événements imprévus et résilientes pour faire face aux environnements incertains- Un Systèmes d’Information d’Intelligence Stratégique, capables d’orienter la décision en réduisant les risques dus aux incertitudes inhérents aux choix stratégiques- Rechercher les moyens de rendre réversibles les choix lorsque des événements inattendus surviennent.L'objectif de cette thèse est de montrer la complexité des environnements politique, juridique, social et économique où les EPA opèrent et pourquoi il est nécessaire de gérer les risques liés à cet environnement, à savoir : Inertie durant le processus de transformation organisationnelle, mauvaise compréhension des signaux captés et la mauvaise réaction du décideur face aux signaux et aux événements. Ici interviennent les concepts de KM, d’IE et de BI, à différents niveaux du management : du stratégique à l’opérationnel. / Since 1988, Algeria has initiated deeper economic reforms supported by significant legislation and international agreements. The algerian government has abandoned its protector role without providing a required regulatory role. The transition from a planned economy based on state monopole to a market economy based, is characterized by the emergence of local and foreign private sector implies radical changes both politically and institutionally (regarding Algerian State) on the organizational, strategic and technological plans for State-Owned Firms. In this uncertain environment, Algerian State-Owned Firm cannot rely only on their internal capabilities. They should, create partnerships, both with suppliers, subcontractors, universities and even competitors. There is a need for these firms to: - Transform their organization to a new form improved for unexpected events and enough resilience to adapt to uncertain environments- Build a Strategic Intelligence Information System able to facilitate decision-making and reduce risks inherent to the strategic choices- Find ways to reverse choice when unexpected events occur.The aim of this thesis is to show the complexity of the political, legal, social and economic environments where the Algerian State-Owned Firms operate. Also, we show why it's necessary to handle the following risks: inertia against the process of organizational transformation, wrong understanding of the received signals from the environment and poor reaction of the decision-maker to signals and events in the environment. Here, the concepts of KM, CI and BI operate at different levels of management: from strategic to operational.

Le contexte économique actuel se caractérise par un environnement plus turbulent qui pousse les entreprises à envisager un nouveau modèle de création de valeur plus durable. En effet, elles sont rentrées dans une ère post-industrielle qui met en avant et exploite la richesse de leur capital immatériel. Elles doivent créer les conditions de leur développement et de leur succès en activant les richesses de l’invisible mais également en les protégeant des actions hostiles de leurs concurrents car les actifs immatériels sont déterminants en termes de compétitivité. Dans ce contexte, la performance des entreprises est conditionnée par la mise en œuvre de stratégies pouvant anticiper les évolutions de leur environnement ainsi que les risques sur leur capital immatériel.Les PME sont plus sensibles aux modifications de leur environnement que les grandes entreprises. Leur organisation et leurs moyens financiers rend leur capital immatériel plus vulnérable. Notre sujet requiert une pollinisation croisée entre différentes disciplines afin de faire émerger les moyens les plus efficaces pour les PME afin de progresser en fonction de ses spécificités, de son expérience et de l’environnement dans lequel elle évolue.Sans modifier l’organisation de l’entreprise, l’objectif est de mettre en œuvre une démarche rigoureuse permettant à l’entreprise de développer une protection efficace de son capital immatériel pour prendre ses décisions. Cette démarche est synthétisée dans le logiciel ICARS (Intangible Capital Assessment Risk Software) / The current economic environment is characterized by a more turbulent environment that pushes companies to consider a new model for more sustainable value creation. In fact, they have returned to a post-industrial highlights and exploits the richness of their intellectual capital. They must create the conditions for their development and their success in activating the riches of the invisible but also protecting them from hostile actions of their competitors because intangible assets are crucial in terms of competitiveness. In this context, business performance is dependent on the implementation of strategies to anticipate changes in their environment and the risks to their intellectual capital.SMEs are more sensitive to changes in their environment than larger companies. Their organization and financial resources makes them more vulnerable intangible capital. Our subject requires cross-pollination between different disciplines in order to bring out the most effective ways for SMEs to grow according to its characteristics, experience and environment in which it operates.Without changing the organization of the company, the goal is to implement a rigorous approach allowing the company to develop an effective protection of its intellectual capital to make decisions. This approach is synthesized in the software ICARS (Intangible Capital Risk Assessment Software)

The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.

Cette thèse s'inscrit dans le cadre d'un contrat CIFRE en partenariat avec la Fédération Régionale de la Coopération Agricole du Languedoc-Roussillon (FRCA LR). Elle porte sur l'ambiguïté du lien entre la performance organisationnelle et le recours aux Technologies de l'Information et de la Communication (TIC). Plus précisément, la démarche a consisté en un essai d'observation et d'interprétation des interactions entre un outil d'intelligence collective, en l'occurrence un système d'indicateurs en ligne, et le réseau des coopératives agricoles du Languedoc-Roussillon. Les enseignements de cette recherche-action ont conduit à dépasser les approches théoriques classiques relevant de l'acceptation et de l'appropriation. C'est pourquoi la théorie de l'acteur réseau a été mobilisée. Elle a montré que le recours à l'opération de traduction a induit en l'occurrence des interactions qui dépassent les objectifs intentionnels formulés au départ par la FRCA LR. Il y a là un effet surprise puisque l'outil apparait comme support d'intelligence collective en ce sens qu'il révèle quatre facettes : outil inducteur, outil symbole, outil référence et outil prétexte. Ainsi la thèse montre que le recours aux TIC peut favoriser la performance organisationnelle dans la mesure où il permet un recentrage sur l'Humain et sur l'Information comprise dans toute sa subjectivité. / The present thesis makes part of the CIFRE contract in partnership with the Regional Agricultural Cooperation Federation of Languedoc-Roussillon (FRCA LR). It deals with the ambiguity around the link between the organizational performance and the use of Information and Communication Technologies (TIC). More precisely, the procedure consisted of an essay of observation and interactions interpretation namely an online indicators system between a collective intelligence tool and the agricultural cooperatives network of Languedoc-Roussillon. The teachings of this research-action have led to overpass the classical theoretical approaches falling under the acceptation and the appropriation. Therefore, the Actor Network Theory has been mobilized. It has shown that the use of the translation operation has induced interactions that overpass the intentional objectives formulated initially by the FRCA LR. Here comes a surprise effect since the tool appears as a collective intelligence support in the sense of revealing four facets: inductor tool, symbol tool, reference tool and pretext tool. Hence, the thesis shows that the use of TIC could promote the organizational performance in the measure of allowing a refocus on the Human and on the Information understood in its full subjectivity.

The presented thesis deals with the possibilities of using techniques of Competitive Intelligence (hereafter CI) for small and medium companies. Its aim is mainly to analyze the possibilities of CI method in case of a specific company in the field of small and medium enterprises. The first part provides comprehensive overview of theoretical information, which is necessary to identify the concept of CI. It begins with definitions of CI and then continues with more detailed description of the field. Next, characteristics of small and medium-sized enterprises are introduced, as well as the possible use of CI in these enterprises. Finally, various methods such as SLEPT analysis, Porter's five forces model, SWOT analysis, and others are described in detail. The practical part of the work deals not only with description of a particular company in the field of building design and architecture, but also with crucial part of the thesis, exploration of external background of the company using these analytical methods and proposal of the proper use of information resources according to needs of the company. The last chapter deals with a suitable method of application of CI in the field of architecture and construction, providing summarized suggestions for the specific company as well as for the sphere of business in general.

This diploma thesis deals with the use of Competitive Intelligence methods in the case of a particular company. The aim of the thesis is to improve the current process of obtaining information about competition and its use in strategic decision making of the company management using CI methods. The first part of the thesis analyzes the current situation of XYZ Company and defines the problem for the subsequent solution. The next part deals with general theoretical assumptions and introduction of different methods and approaches to solution. Then follows the application part of the work in which it applies the selected Competitive Intelligence method to the needs of the company. In conclusion, the final proposal for the solution of the problem is evaluated and there are presented the benefits that this implementation brought to the company.

This diploma thesis concerned with a process called Competitice Intelligence and the building this process of the company XXX. The first part describes the current situation of the company and theoretical assumptions. In the second part are shown possible methods of application of competitive intelligence in the company XXX, their evaluation and subsequent selection of the best alternate.