Generic Strategic Approach

Competitive intelligence (CI)

A process that transforms disaggregated information into relevant, accurate and usable strategic knowledge about competitors, position, performance, capabilities and intentions.

Based on preliminary findings by Brian Smith, Daniel et al. (2002) have suggested that planning styles adopted by organisations for e-commerce will be governed by a combination of market complexity and turbulence. Smith identifies three main modes of strategy development:

1 Logical rational planning. Uses analytical tools and frameworks to formulate and implement strategy.

2 Pragmatic incremental. Strategy develops in response to minor adjustments to the external environment.

3 Subjective visionary. Strategy is the result of a leader, typically dominant or charismatic.

Daniel et al. suggest that in low-complexity high-turbulence markets vision and incre-mentalism will be dominant, that in high-complexity low-turbulence markets rational planning approaches are dominant, and that in highly complex, turbulent markets all three styles may be required.

Kalakota and Robinson (2000) recommend a dynamic, emergent strategy process specific to e-business. The elements of this strategy approach are shown in Figure 4.5. The emphasis is on responsiveness with continuous review and prioritisation of investment in new Internet applications. Clearly, the quality of environment scanning and information collection, dissemination and analysis and the speed of response will be key for organisations following such a responsive, emergent approach. One example of an approach to collecting this market event data is competitive intelligence or CI.

We will now start reviewing the four main stages of Internet marketing strategy development.


Figure 4.5 Dynamic e-business strategy model

Source: Adapted from description in Kalakota and Robinson (2000)

Figure 4.5 Dynamic e-business strategy model

Source: Adapted from description in Kalakota and Robinson (2000)

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  • Tiziana
    What is a highcomplexity lowturbulence market?
    8 years ago

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