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Word Count: 1,101
The successful company will be driven to increase stakeholder value and profitability while creating a working environment that encourages and nurtures the growth of personal creativity and development as well as nurturing a sense of well-being for all members of the organization When dealing with the forces that drive industry competition a company can devise a strategy that takes the offensive This posture is designed to do more than merely cope with the forces themselves it is meant to alter their causes The IT professionals role in competitive market intelligenceThe IT professional is increasingly being called upon to be a sleuth in the quest for the competitive market intelligence that is so necessary to support the enterprises overall business strategy In todays fast-changing marketplace it is essential to monitor the techniques of similar businesses and IT is being called upon to fulfill that functional need IT must provide marketing with answers to vital questions such as 1 How are competitors getting business 2 Where does the enterprise look for new customers 4 What services products and prices do competitors offer 5 What images do our competitors project and how does that compare to our image The combined strength of marketing and ITEnterprises have depended on marketing for too long to provide competitive intelligence It is crucial for IT professionals to contribute their specialized expertise to successfully adapt to the changing dynamics of the market arena Marketing cannot do the job without the cooperation tools and willing support of the IT department With the combined strength of the two complementary functions a winning competitive market intelligence program is within the enterprises reach Useful and sometimes surprising insights can be gained from exploring the terrain of actual and potential competitors Hardly an academic exercise sizing up the competition should become an ongoing regular and systematic process of gathering analyzing and acting upon relevant data which will provide businesses with two tangible benefits It will reveal the
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