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Title:
Millennium Intelligence: Understanding and Conducting Competitive Intelligence in the Digital Age
Review:
Millennium Intelligence is a "how-to" type book on Competitive
Intelligence (CI) written by some of the leading figures in the CI
world. Unfortunately, the problem with any book written by a
committee (even one that calls itself a Business Intelligence
Brainstrust) is that it becomes a hotchpotch of different styles and
quality. Some of Millennium Intelligence is excellent and well
worth reading; other chapters, however, are too academic for the
average business reader while a few sections are too basic except for
novices to the subject. This may be intentional as in the
Introduction, Jerry Miller the book's editor, states "I don't
presume that you'll read the entire book. I've organised the material
so you can poke through it, reading the sections that are of most
concern to you". Nevertheless, I found the inconsistencies in both
style and depth of content irritating. For example, some chapters
conclude with a summary of the major points covered others just
stop. Then, there are chapters that go into tremendous
detail citing several research studies, while others only scratched
the surface of their subject or gave, in my view, inadequate
explanation of key techniques. Additionally, there is a strong
US bias most examples and case studies focus on American companies.
The book's subtitle implies that its focus will be on aspects of
competitive intelligence that are applicable for a wired world.
Indeed, about a third of the book covers such areas in depth with
sections on information technology for CI, knowledge management and
information resources. These, and related areas, are also mentioned
elsewhere in the book as relevant. The remainder, however, correctly
covers traditional approaches starting with an analysis of the
structural, cultural and educational requirements for successful CI.
Other sections look at legal and ethical considerations, analysis
techniques, counter intelligence and small business intelligence. As
such, Millennium Intelligence provides a comprehensive coverage of
the various aspects of competitive intelligence practices and
processes today. In this, it is a useful addition to the literature,
especially for those who want or need to know more about establishing
efficient and effective CI in their organisations. It is just a shame
that there was not a greater consistency in the coverage and a more
global approach to the subject.
Free Pint Reviewer:
Arthur Weiss is a UK based management consultant specialising in
competitive intelligence and strategy. He has worked in the
information industry for over 15 years and is fascinated by the
growth of the Internet as a new communication and information
medium. He has written and presented on competitive intelligence,
marketing and Internet related topics in the UK, Europe and the
Middle East. Arthur is the managing partner of AWARE, a CI
consultancy offering clients CI research, analysis and training.
He can be contacted through AWARE's web-site at
<http://www.competitive-intelligence.co.uk>.
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