What is Competitive Intelligence - a brief guide  Sitemap

Marketing & Competitive Intelligence
Strategy, Training, Analysis & Research.

  AWARE services Competitor / Marketing Research Training & Workshops Contact Us
  Follow us on Twitter this page
About Us > Publications

Competitive Intelligence for Business Success
Case Studies, White Papers, Presentations & Sample Reports

Man holding folder AWARE personnel have had articles published in industry journals and magazines on competitive intelligence and related topics. We have also been involved in numerous research projects aimed at uncovering information on organizations. Further, our experience has led to us being invited to present papers and lead workshops on competitive intelligence and related topics at several conferences and seminars.

The intelligence we gather helps our clients' strategic and tactical decision making. The papers and articles we write, and our conference presentations help both practitioners and students to learn more about both competitive intelligence and related marketing topics.

Papers & Articles

Over the years, we have written and had published many articles on competitive intelligence, and general marketing related issues. 

These have been published in a variety of magazines, journals and similar publications. Examples include

  • SCIP's membership magazine Competitive Intelligence,
  • Information World Review,
  • Knowledge Management Magazine,
  • Information & Security Management Magazine,
  • Business Information Review

and others.

We have made some of our articles available for downloading. These include

  • a guide to Competitive Intelligence (a more detailed version of our brief guide to competitive intelligence) which was published in Business Information Review (June 2002),
  • an article on Scenario Planning (published in FreePint in 2003),
  • a white paper on SWOT and PEST analysis.

Access our white papers and articles


Since 1995 when AWARE was founded, we have been seen as competitive intelligence experts and invited to present at conferences and workshops worldwide. 

We have led workshops and seminars and presented papers on competitive intelligence topics in the USA, China, South Africa, the Middle-East, mainland Europe and the UK. These have ranged from dedicated workshops over a number of days to panel discussions to single session presentations.

Presentations and workshops have been given at

  • SCIP's annual and European conferences,
  • Conferences organised by Frost & Sullivan, Marcus Evans, Vision in Business and other conference organisers
  • the International Online Information Conference and Exhibition
  • Academic / Post-graduate university classes & alumni meetings
  • Local country competitive intelligence meetings
  • Chartered Institute of Marketing meetings

and more.

Topics covered have included

  • SWOT, PORTER and other analysis techniques;
  • online competitive intelligence;
  • scenario planning;
  • primary and secondary research;
  • competitor profiling

as well as several other areas.

Essentially we have spoken on most topics of relevance for competitive intelligence management and practice.

Access information on our presentations and workshops

Case Studies

AWARE have completed numerous competitor research projects over the years. 

We have prepared six case studies based on actual projects. Each highlights the client brief, how we gathered the information, the results and lessons learned.

The companies involved in the case studies have not been named. We are always happy to explain our approach to ethical intelligence gathering and analysis, but in most cases, we are bound by confidentiality agreements, and are unable to offer details on individual projects that would allow the client to be identified.

The case studies include classical competitive intelligence research, due diligence research prior to a joint-venture, and a case showing the importance of analysis for assessing competitor intentions.

Access our Case Studies

Competitive Intelligence Profile Samples

As well as reading case studies and "how to" guides on competitive intelligence, it is also useful to see actual examples of reports and templates used for competitive intelligence work. 

We've included a sample monitoring report and a competitor profile template to give an idea on what these can contain - although the content of such reports and templates should not be fixed, and the exact formats should be discussed with the decision makers who will eventually receive and use the reports.

Owing to confidentiality, the monitoring report is very old, and some of the companies mentioned no longer exist or have since been taken over by other organizations. Nevertheless, you will note that we did not just include the news, but also added analysis to put the news into context and included links to related stories.

Many companies rely on simple clipping services. Although these are useful, unless they are indexed, and related clips are linked to each other, important trends can be missed. It is the interpretation that can turn basic news information into intelligence as it allows management to see quickly what is happening in the industry and make decisions accordingly. The news alone is helpful - but its the context and analysis that provides the real value in competitor monitoring reports.

Access Sample Reports and Profiles

We also have a number of templates that we use internally for compiling competitor profiles, for financial analysis and for benchmarking competitors. We include several templates as examples with our training courses (rather than the single template sample offered here) If these are of interest, then contact us.

Books - Co-opertition

Recommended Book

Smart Services
Co-opetition : 1. a revolutionary mindset that redefines competition and cooperation; 2. the game theory strategy that's changing the game of business
Adam M Brandenburger & Barry J Nalebuff
Buy UK £ or US$

Read our review of this book

Michael Porter described this book as "the most important single contribution" in taking his original ideas on ways of achieving competitive advantage forward. The book is easy to read, inexpensive and contains numerous ideas to help reshape and challenge thought processes. The writers develop Porter's 5 forces model, and introduce a sixth force. They emphasise the strategic advantages of co-operation and look at game theory as a way of approaching business strategy.

Close Window

For more recommendations visit our book selection.


Competitive Intelligence Training

Do you need to
know more about
Competitive Intelligence?

We offer in-house Competitive Intelligence Training, customised to your requirements.
Find out about our training services today!

Finding Competitive Intelligence using Online Sources

AWARE consultants are experts at discovering competitor information online and have developed a market-leading course on Finding Competitive Intelligence using Online Sources. This course has been given as an in-house course to numerous companies across industries (IT, publishing, telecoms, chemicals....) and countries, as well as publicly at SCIP annual and European conferences, the London International Online Information Conferences and other similar events.

The workshop has received high praise for its unique approach to finding competitive intelligence on the Internet. The workshop - available as a half-day summary, full day or 2-day in-depth training course with extensive practical online sessions - teaches attendees how to find actionable competitive intelligence rather than just present a list of sources that quickly date. Like all AWARE's in-house training, the course can be customised to focus on industry or competitive area.

For more information on this workshop and how it can help you become a more effective Internet researcher check out our Competitive Intelligence Training and ask us about our courses on finding CI information.


Quick Tip: Frog in well

Quick Tip

We think too small, like the frog at the bottom of the well. He thinks the sky is only as big as the top of the well. If he surfaced, he would have an entirely different view.(Attributed to Mao Zedung).

What is your perspective on your business environment? Are you missing opportunities because you only see your immediate industry or geographic location, when there could be new opportunities slightly further away or in related industries?

Our services in competitive intelligence research, competitor analysis and CI training will help you integrate and use competitive and marketing intelligence in your business, strategic and marketing planning processes. Whether you need research, advice or training, our mission is to support our clients so that they achieve their growth objectives.

For the best UK & European competitive intelligence and competitor analysis services, contact us today.

AWARE Phone numbers: 0845 430 9125 (International: +44 20 8954 9121). Fax: 0845 430 9126 (International: +44 20 8954 2102) AIIP

About Us Services Resources Publications Help Contact us Site Map

Copyright © AWARE 1995-2014

Last page / site update: Sunday, April 7, 2013

GIA Logo