This book takes the notion of economic business intelligence and broadens it into the concept of competitive intelligence. The authors contend that it is not enough for today's firms to rely on available economic data; they must also "scan the environment" for everything going on around them. As intangible factors and human relations assume increasing importance, business success will depend on agility, creativity, and proactivity. Emphasizing the need to reconcile national identity and culture with the demands of an open world economy, this book details the methods large corporations need to succeed in an increasingly competitive environment. It discusses plans for balanced growth, analyzes current models of capitalism, and reviews new challenges in the business environment, including global strategic trends and major social and technological changes. It also provides tools for making better use of accumulated data, reveals key traits that are essential in the new business leaders, and offers more effective ways to plan, develop, and market products and services. For corporations seeking to thrive in the post-industrial society, this book provides valuable insights as to how it might be done. Robert Salmon is a former vice-president of the French multinational corporation L'Oreal. Yolaine de Linares is a former memeber of L'oreal's Future Scanning Unit.
Publisher: Brookings Institution