Сбор сведений о конкурентах в организациях
Яворски Б., Макиннис Д., Коли А.

Метод исследования;
Этапы процесса получения сведений о конкурентах;
Факторы, влияющие на эффективность процесса получения СК;

Аннотация

Стратегия маркетинга опирается на знание потребителей и конкурентов компании. Однако, в отличие от знания потребителей, сведения о конкурентах и способы их получения компаниями до сих пор остаются практически не исследованными. Отсутствие таких исследований мешает поиску способов совершенствования процессов получения сведений о конкурентах (СК). На основании результатов глубинных интервью со штатными сотрудниками компаний, которые отвечают за сбор сведений о конкурентах, а также имеющихся научных публикаций, авторы разрабатывают новую концептуальную схему. Она описывает три взаимозависимых стадии процесса сбора информации о конкурентах: (1) создание соответствующей организационной структуры, (2) поиск информации, (3) ее осмысление. Для каждой стадии определяются показатели эффективности, причем выясняется, что на эффективность влияют факторы, связанные с: (1) организационной структурой, (2) деловой средой компании, (3) информационной средой, (4) характеристиками аналитика информации. В отличие от имеющихся в литературе подходов эта схема определяет основные компоненты процесса получения сведений о конкурентах, подчеркивает его повторяющийся характер и выявляет факторы, определяющие его успех.

Журнал: «Маркетинг-дайджест» — №1, 2005 (© Издательский дом Гребенников)
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Яворски Бернард Дж.

Компания Monitor Group, Санта-Моника (США).

Макиннис Дебора Дж.

Факультет маркетинга Университета Южной Калифорнии, Лос-Анджелес (США).

Другие статьи автора 3

Коли Аджай К.

Бизнес-школа Goizueta при Университете Emory, Атланта (США).