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CI in Eastern Europe
04.06.2007Presentation at SLA
Mislav JurišićPodravka, Croatia
04.06.2007 CI in Eastern Europe – Mislav Jurišić 2
Natural stress relief – made in Croatia
ZadarSplit Vrbovska
Plitvice lakesDubrovnik Kornati islands
Source: www.croatia.hr
04.06.2007 CI in Eastern Europe – Mislav Jurišić 3
Some history of intelligence in Croatia
The Republic of Dubrovnik - Ragusa• The Republic of Ragusa 14th
century – 1808• Cca 30.000 people• Strong navy & trade with big
powers• Remain independent for 500 yrs
without a conflict• Intelligence activities (sailors,
traders, diplomats)• In 1776 the Republic of Ragusa
became the first foreign power to recognize the government of the United States (wikipedia)
• Intelligence report from Paris diplomatic representative in 1783
04.06.2007 CI in Eastern Europe – Mislav Jurišić 4
Content
• General overview of CI in Eastern Europe
• Example – CI in Croatia
• Example of CI in an Eastern European company – Podravka (Croatia)
04.06.2007 CI in Eastern Europe – Mislav Jurišić 5
Countries covered
Other countriesOf eastern Europe
Eastern Europe is an area with more than 300 mil people ...
Poland
Czech R. Ukraine
RomaniaHungary
Russia
Croatia
Slovenia
04.06.2007 CI in Eastern Europe – Mislav Jurišić 6
... but very diversified in terms of living standard
0
2000
4000
6000
8000
10000
12000
14000
16000
SLO CZ HU SLK CRO PL RUS ROM BG MNG FYRM SRB UKR BIH
GD
P p
er
cap
Eu
r (2
006)
Source: Planet Retail non EU countries
04.06.2007 CI in Eastern Europe – Mislav Jurišić 7
Small formal CI community, somewhere very active
Current SCIP members 5/2007
Number of google hits for CI 5/2007
Bosnia & Herzegovina 0 3
Bulgaria 1 135
Croatia 15 232
Czech Republic 18 23.000
Hungary 4 373
Macedonia 0 4
Montenegro 0 1
Poland 1 7.060 (304)
Romania 8 9.320 (685)
Russia 3 624 (77.500)
Serbia 0 73
Slovakia 0 471
Slovenia 1 88
Ukraine 0 372
Total 51 41.756
Source: SCIP, InternetNote: in brackets number of hits in local language
Google hits in some of the developed countries:
Canada – 309.000
Germany – 156.000
04.06.2007 CI in Eastern Europe – Mislav Jurišić 8
Key drivers of emergence of CI in countries of Eastern Europe
• Fall of eastern block – end of 80’s/begining of 90’s – opening borders to competition from WE/NA – markets lost
• EU expansion with 10 countries• Large ex-intelligence community seeking/forced
to move to business arena• Multinational companies doing CI in Eastern
Europe• Stevan Dedijer
04.06.2007 CI in Eastern Europe – Mislav Jurišić 9
Key developments – key stages and differences
Country
90’s Early 2000 2005 -
Croatia - Strategy dept emerging
- Focus on export outside ex-Yu
- Stevan Dedijer
- conference on CI
- CI depts formalised (only large companies)-Acquisitions
- 2 conferences on CI
- CI consulting slowly growing
- SCIP affiliate initiative
- Government talking about knowledge based society
Slovenia - Strategy & MR dept developing
- CI depts formalised (large companies)
- Companies looking for export opportunities
- SCIP affilate initiative
04.06.2007 CI in Eastern Europe – Mislav Jurišić 10
Key developments – key stages and differences
Country 90’s Early 2000 2005 -
Czech Republic
- Some lectures at universities
- Regular lectures
- Company registers available with info on companies
- SCIP Czech
- CI implementations in the companies
- Prerparation of complete CI courses
Hungary - Privatisation
- Security sector increasing, >1000 companies
- Regular consultations
- Specialisation of security companies
- First CI events after 2001
- General view that CI concerns informatics, marketing & information brokerage
- CI conferences (7 since 2000)
- CI course at 1 university
Poland - Strategy depts emerging
- Export in focus
- Market research teaching at universities
- Western companies bring MR to the market
- Development of market research depts
- First vendors appear
- First SCIP members
- First CI courses
- CI managers emerging mainly in western comp.
- CI vendor
04.06.2007 CI in Eastern Europe – Mislav Jurišić 11
Key developments – key stages and differences
Country 90’s Early 2000 2005 -
Russia - KBG reform
- Most of those who left found positions in private security services and competitive intelligence.
- 1994-1995 newly privatized companies began to establish their own intelligence systems but still dependent on employing the ‘old staff’. Corporate security divisions were strongly involved in semi-criminal activities
- Split of CI into two segments. 1. Continued to provide services to state-owned companies in the defense industry. 2. Fully reoriented itself around the needs of private companies.
- National reappraisal of the ethics of traditional Russian CI and, as a result, new trends have started to penetrate competitive intelligence
- More representatives of analytical divisions of state agenices moving to CI
- Non intelligence education of many former officers
- People from business schools entering CI
Considered part of more general activity – economic security
At least 2 local books on CI
Ukraine - (1995) foreign investors started to introduce info collection;
- specialists who previously worked for government agencies started to use their databases to offer services to private sector
- More Universities & Colleges and Trainers offer seminars on how to protect data (information security)
- Different products for a technical protection of data very popular
- Companies hire people to monitor competitors (marketing departments).
04.06.2007 CI in Eastern Europe – Mislav Jurišić 12
Some other indicators of development
• Education at university level
• Commercial conferences & seminars
• Books
• Information & analysis providers
04.06.2007 CI in Eastern Europe – Mislav Jurišić 13
University courses Country Undergr
aduatePostgraduate
Names
Croatia 2 1 University of Osijek – Postgraduate study of entreprenueurship; Higher School for Tourism, Šibenik (6th semester elective, ECTS 5); Higher business school Libertas Zagreb- 4th semester, elective, ECTS 5.
Czech Republic 3 1 Vysoká škola ekonomická; Universita Pardubice - Fakulta ekonomicko-správní: Universita Karlova – filosofická fakulta ; CMC Graduate School of Busienss Čelakovice
Hungary 1Technical University, 17 weeks course
Romania 1
Serbia 1 Faculty of Security Studies, Belgrade
Thought as part of “economic diplomacy” subject
Slovenia 1 1 Business Decision and Information Analysis – an English track course, 6 ECTS, since 2002
Data Analysis for Business Decision-Making – course in Slovenian, 6 ECTS, since 2006
Note: the list is only representative
04.06.2007 CI in Eastern Europe – Mislav Jurišić 14
Conferences and seminarsCountry Conferences Seminars Comments
Croatia 1999-2001
2005-2006 (5)
3 in 2005, 1 in 2006,
Several through HUP, HGK
3 conferences by 2001 on CI, 3 on BI, from 2005 2 on CI
Czech Republic
2001-2006 (6) Inforum 2001 - 2004
SCIP CZECH 2005 - 2006
Hungary 2001-2006 (9) Open Gates Hungary” Ltd. „ Marketing and communication in the light of CI”.
- 2004. Trainex Ltd. „ General view of CI, its position, role and structure. Forms of applied CI. Main methods of the information analysis. Defensive CI. „
- 2006. Association of Hungarian Information Brokerage Firms: „ Partner, rival, customer – company information in Hungary.”
Poland 2005 n/a Couple of conference in past few yrs
Romania 3 conferences IntellCompetitiv
Slovenia 2004-2006 Strategic marketing conference ForSuccess
Best global marketing practices
The Market of business information in Slovenia
Business decision – with help by information systems
Note: the list is only representative
04.06.2007 CI in Eastern Europe – Mislav Jurišić 15
Some of CI books in Eastern Europe
2007 2003200520062006
Croatia Russia Romania
2007
... as well as translations of some of the US books
Authors: B. JavorovićM. Bilandžić
E. Yuschuk V. Paun
04.06.2007 CI in Eastern Europe – Mislav Jurišić 16
CI providersCountry Informati
onAnalysis Comments
Croatia >5 >9 Not counting consulting companies who do CI as part of projects as well as global analysis providers
Czech Republic 10 5
Hungary 100 12-15 enterprise’s security consulting
Poland Cca 30-40 Mainly doing market research
Romania n/a n/a
Russia Cca 400 Cca 530 Research published in CI Magazine (2004)
Consolidation going on
Slovenia 5 <5Note: the list is only representative
04.06.2007 CI in Eastern Europe – Mislav Jurišić 17
Who is mainly doing CI?
• Multinational companies doing CI on global level
• Local/ regional companies – all larger companies having some regional ambition have some form of CI activities
• Almost in each country some activities at academic level
04.06.2007 CI in Eastern Europe – Mislav Jurišić 18
Some sources of business information in the region
• General resources• Chambers of comerce, Statistical offices, Clipping
services,... (local)
• Specific information type resources• People information (management databases) - local• Financial information (Credit rating agencies, tax
offices)• Market information (local & regional players – MEMRB,
global players - AC Nielsen, GFK,...)
• Specific industry resources• News based (local, some regional)• Global providers covering CEE markets with research
(Datamonitor, Euromonitor,...)• Industry associations (local)
Example – CI in Croatia
04.06.2007 CI in Eastern Europe – Mislav Jurišić 20
Most of the “CI community” audience are neither users nor practitioners
Question: How long have you been a CI user or practitioner? n=167How do you define your role in CI community? n=167
6,59
17,96
6,59
5,39
63,47
Less than 1 yr
1-4 yrs
5-9 yrs
More than 10yrs
Not a user norpractitioner
6
20,4
1,2
44,3
28,1
Consultant
Practitioner
Academic
User/ interested
Student
Usage of CI Role in CI community
Source: SCIP survey of interest, Croatia, November 2006
04.06.2007 CI in Eastern Europe – Mislav Jurišić 21
Definitions of CI among the CI audience
Source: STATE OF COMPETITIVE INTELLIGENCE IN CROATIAN COMPANIES, February 2005
04.06.2007 CI in Eastern Europe – Mislav Jurišić 22
Just a few companies with dedicated CI team
N=23
Examples:- Podravka- PLIVA- T-com- Končar
Source: STATE OF COMPETITIVE INTELLIGENCE IN CROATIAN COMPANIES, February 2005
04.06.2007 CI in Eastern Europe – Mislav Jurišić 23
Relatively young CI units
Source: STATE OF COMPETITIVE INTELLIGENCE IN CROATIAN COMPANIES, February 2005
04.06.2007 CI in Eastern Europe – Mislav Jurišić 24
Mostly positioned under the Board level
Source: STATE OF COMPETITIVE INTELLIGENCE IN CROATIAN COMPANIES, February 2005
04.06.2007 CI in Eastern Europe – Mislav Jurišić 25
Mainly focused on strategic issues
Source: STATE OF COMPETITIVE INTELLIGENCE IN CROATIAN COMPANIES, February 2005
04.06.2007 CI in Eastern Europe – Mislav Jurišić 26
Less on early warnings
Source: STATE OF COMPETITIVE INTELLIGENCE IN CROATIAN COMPANIES, February 2005
04.06.2007 CI in Eastern Europe – Mislav Jurišić 27
Lower interest for primary sources collection
QUESTION: How strongly are you interested in the following topics? . n=167
2,96 3,08
3,583,84 3,88 3,98 4,04 4,12 4,13 4,16 4,18 4,21 4,25 4,32 4,33 4,37 4,47
Exte
rnal f
act
ors
Em
erg
ing m
ark
ets
War
gam
es
M&
A
Pers
onalit
ypro
filin
g
Inte
lligence
colle
ctio
n p
rim
ary
sourc
es
Diff
ere
nt
analit
ical
models
BI
syst
em
s
Sce
nari
o p
lannin
g
Str
ate
gic
maps
Inte
lligence
colle
ctio
nse
condary
sourc
es
Apply
ing
inte
lligence
insm
all
com
panie
s
Thre
at
analy
sis
Com
peti
tor
pro
filin
g
Imple
menta
tion o
fin
telli
gence
pro
cess
Turn
ing
inte
lligence
into
act
ionable
Eco
nom
ic &
busi
ness
tre
nds
INTEREST FOR TOPICS on scale from 1 to 5 (1--, 5++)
Source: SCIP survey of interest, Croatia, November 2006
04.06.2007 CI in Eastern Europe – Mislav Jurišić 28
Ethics not recognised as critical issue
Source: STATE OF COMPETITIVE INTELLIGENCE IN CROATIAN COMPANIES, February 2005
04.06.2007 CI in Eastern Europe – Mislav Jurišić 29
Key issues for CICountry Key issues
Croatia Top management awareness
Coordination between academia, business & governemnt
Integrating (ex) government intelligence community
Ethics, bad PR
Czech Republic Education (both managers and practitioners)
Hungary Top management awareness
Legal regulation
Poland Dividing CI from Market Research at the universities
More courses and training
Probably need to wait until most Western players will introduce CI departments in their Polish branches and the locals will follow
Russia Secrecy
Transparency
Slovenia increasing awareness of the needs and benefits of CI practice
establishing and promote ethical code of CI practice
-Secrecy
-Ethics
-Education
- Coordination/Cooperation
-Integrating intelligence community
Source: personal interviews
04.06.2007 CI in Eastern Europe – Mislav Jurišić 30
Dialogue with customers sometimes difficult
• Asking wrong questions• Too wide – “Give me everything about ...”• Not linking question to Key succes factors
• Not asking questions• Focusing on arguments that will support management
opinion• “Preparing for winter” – collection for collection
• Asking at wrong time• “ It’s very important. We need this by yesterday...”
04.06.2007 CI in Eastern Europe – Mislav Jurišić 31
The “right information” problem
QUICKCHEAP
QUICKRELIABLE
CHEAPRELIABLE
NOT RELIABLE
NOT CHEAP
NOT QUICK
Financial benchmarkingof publicly available data
Competitor new productsto be launched during next year
Competitor management profiles
Example of intelligence requests User request Implicationfor end user
04.06.2007 CI in Eastern Europe – Mislav Jurišić 32
Example of CI in an eastern European company
04.06.2007 CI in Eastern Europe – Mislav Jurišić 33
Podravka
• Food, beverage & pharmaceutical company (generics), HQ in Croatia
• Focused on CEE region
• Main products: seasonings, soups, meat products, children food, water
• Sales cca Eur 475 mil
• www.podravka.hr
04.06.2007 CI in Eastern Europe – Mislav Jurišić 34
CI in Podravka
• Since 2001, organised within Corporate Strategy department
• Providing inputs for strategic decision making:– Strategy development, strategic planning process
(benchmarking, industry trends, competitor profiles & activity overviews, weekly one page briefing to senior management)
– M&A & partnerships (company profiles)– New markets, new product categories (market
analysis)
04.06.2007 CI in Eastern Europe – Mislav Jurišić 35
Examples
• Typical situations• About company/market• About product category/market• About people – mainly internal sources• About industry/environment/market
• Typical solution• Market research/chamber of commerce/industry
association/global data providers/credit rating agencies + internal business development/sales/marketing
04.06.2007 CI in Eastern Europe – Mislav Jurišić 36
Next steps
• Intelligence portal
• More formalised processes
• More actionable feedback
04.06.2007 CI in Eastern Europe – Mislav Jurišić 37
Closing
04.06.2007 CI in Eastern Europe – Mislav Jurišić 38
Moving forward with CI in CEE
• Coordination between academia, business & government bodies
• Internal PR & justifying value added through successfull projects
• Advanced topics
04.06.2007 CI in Eastern Europe – Mislav Jurišić 39
Is name important?
• Romania – intelligence competitiv
• Poland – wywiad konkurencji
• Russia – kонкурентная разведка
• Croatia – competitive intelligence, direct translation of “business intelligence” often used in public
04.06.2007 CI in Eastern Europe – Mislav Jurišić 40
Potential of the wider CI community
0
50
100
150
200
250
300
350
400
Russia Poland Ukraine Croatia Slovenia CzechRepublic
4200-5000
2000
7,05,62,9-3,5 5,2 0,5Potential interest in CI per 100.000
Current SCIP members per 100.000
0,3 0,180,05
Benchmarks(SCIP members) per 100.000)
USA – 0,8Canada – 0,6 UK – 0,18Germany – 0,07
Source: personal interviews
04.06.2007 CI in Eastern Europe – Mislav Jurišić 41
Thanks to
• Tomas Vejlupek (Czech Republic)
• Kardos Zsolt (Hungary)
• Szymon Konop (Poland)
• Alexander Ignatov (Russia)
• Ksenja Hauptman, Bojana Zarnik, Rok Justin (Slovenia)
• Oksana Panchuk (Ukraine)
04.06.2007 CI in Eastern Europe – Mislav Jurišić 42
Thank you!
Contact details:
Mislav JurisicAssistant DirectorCorporate Strategy & Business DevelopmentPodravkaCroatiaE-mail: [email protected]