Mastering CI Challenges in Emerging Markets

Sophisticated and holistic Methods
& Strategies, Tools & Systems AND
Evolutionary Processing of CMI

25th – 26th June 2012 | Scandic Berlin Potsdamer Platz, Germany

More than 18 Case Studies | World CafÉ sEssion |
IceBreaker Session | Challenge your Peers

http://cimicon.we-conect.com

Researched & Developed by

CiMi.CON Evolution 2012
25 th – 26 th June 2012 | Scandic Berlin Potsdamer Pl atz, Germany

OVerview

SPeakers Main Topics
Nanette Bulger Strategies
Senior Director and Healthcare Sector Lead, Marketing > Mastering the CI challenge in competing against newly
and Strategic Planning emerging global competitors / forecasting newly emerging
Philips Healthcare / USA
markets and economies
David Ahrens > Technology foresight, disruptive technologies & open
VP, Competitive & Market Intelligence, Business Analytics,
innovation in a global competitive environment: Why
Technology & Mobility
SAP America Inc. / USA indirect competitors matter more than you think and how
you can find, measure and monitor them
Dr. Volkmar Pflug
Vice President Strategies, Market and Competitive > CI & longterm HR development: Strategic talent acquisition,
Intelligence effective messaging, branding and team building
Siemens Energy AG / Germany
Methods
Tom Ferro
> Scenario tracking ‒ Bringing scenarios to life!
Vice President - Strategic Insights
Bank of America Corp. / USA > Aggregating primary intelligence, secondary research &
MI framework
Minna Laukkanen
Director, Analysis and Information Services > Counter intelligence ‒ defensive strategies for competitive
UPM Kymmene Corp. / Finland intelligence attacks
Daniel Cho > Knowledge management process: Leveraging corporate
Director Marketing, Market Intelligence & New Product BI assets for CI tools & systems
Introduction > Using war games to anticipate a competitor’s next move
Philips Healthcare / Germany
Michael Akim Processing
Director of Strategic Development > M&A ‒ Competitive intelligence for mergers and acquisitions
ABB Ltd. / Russia > Use of HUMINT resources in conjunction with other
Steven Victor Turbes sources to obtain accuracy in CIS/Asian markets and
Head: Global Market Intelligence successful triangulation of data for final results
Cheminova A/S / Denmark > Advanced methodology and application, organizational
Matthias Heimerl models & processes embedded in a comprehensive
Head of Strategic Intelligence CMI-model
AIRBUS S.A.S. / France > Human vulnerability ‒ Protection of information by
Dr. Reinhardt Schink awareness
Head of Market Analysis and Strategy
Allianz SE / Germany Tools & Systems
Guy Debaux > Connecting CMI to BI, social media, cloud, intranet and
Head of Competitive Intelligence integrate them into the right IT Systems & Platforms to
Coface S.A. / France avoid data and information overload
Linhua Guan > How CI-tools help cope with data overload
Head of Market Intelligence Global Strategy and Business > Analysis and linking of fragmented data and information
Development
already existing in the company
Statoil ASA / UK
> Application of CI-Supporting tools to create a collaborative
Ulf Hermansson
CI-Network
Head of Business Intelligence
Sandvik Tooling AB / Sweden
Tina Bundgaard Petersson
Head of Market Intelligence Business Partner
Rockwool International A/S / Denmark
Alexandre Richard
Head of Competitive Intelligence
Sanofi S.A. / France
Jose Tormo
Business Strategy and Corporate Development
HP Company / USA we.CONECT business peers
Charles Langlet Take advantage of solution-oriented individual meetings that
Business Intelligence Manager we can arrange with these partners before and during the
Alstom Transport S.A. / France conference.
Ahmet Turhan
Marketing Coordinator Strategic Projects Team EMEA
Eaton Electrical Corp. / The Netherlands
Omer Ozener
Travel Partner
Business Intelligence Manager Europe & North Africa
AIR FRANCE KLM S.A. / The Netherlands
Stefan Althoff
Marketing Research Manager
Lufthansa AG / Germany


http://cimicon.we-conect.com Page 2 / 8


aGENDA
Contents ICEBREAKER Session | Sunday, 24th June 2012
P. 2 | Overview
Speakers we.CONECT ICEBREAKER
Main Topics
P. 3 | Overview + Icebreaker Our Icebreaker Session consists of small Round Tables with speakers, business partners
Icebreaker Session and attendees where the audience will discuss the main challenges and cutting edge
Business Partners topics of the conference in a relaxed atmosphere. Glass in hand, make your way around
Who participates? our Round Tables and get to know each other. Enjoy food and drinks at the opening of the
conference, break the ice and get the show on the road.
P. 4-6 | Conference Day 1
Challenge your Peers
Evening Session
P. 6-7 | Conference Day 2
Morning Session
World Café

20.00 | we.CONECT ask the leaders
Pre-conference drinks and Icebreaker Round Tables with speakers, business partners & participants

ICEBREAKER Round Table 1
CI 2020: What Will CI Look Like 10 Years From Now?

Use of competitive analysis simulation tools (CAST)
> How to use Simulation-Games for Competitive Intelligence
Tom Ferro, Vice President - Strategic Insights, Bank of America Corp. / USA

The Competitive & Collective Intelligence’s obstacles: Towards a fostering ecosystem?
> Do Management and HR policies have a systemic effect on the CI effectiveness?
> Pay for performance, pay rises’ quotas, and managing by project under probe, with evidence-based facts and surveys
> Both end of the CI’s cycle under the light of neurosciences and cognitive psychology
Guy Debaux, Head of Competitive Intelligence, Coface / France

Business Partner
Comintelli
Kista Science Tower
Färögatan 33 | 164 51 Kista, Sweden
Phone: +46 8 6637 600 | Email: contact@comintelli.com
www.comintelli.com

we.CONECT business peers
Take advantage of solution-oriented individual meetings that we can arrange with these partners before and during the conference.

REFERENCES OF OUR PAST conferences

“I would like to congratulate you for the professionalism of your organization and
all the special sessions you organized in order to generate discussions between
attendees and get to know each other.“
Philippe Heim, HSE - Operational Safety, TOTAL Refining & Chemicals Belgium

“Well organized and excellent combination of topics.“
Thomas Gronauer, Head of Project Management Office, Bayer Bitterfeld GmbH

“Very interesting, professional organized event with competent and
international presence.“
Tobias Zaers, Zentralbereichsleiter Technik / HSEQ, Bilfinger Berger
Industrial Services GmbH




aGENDA
Conference Day 1 | Monday, 25th June 2012

8.00 | Registration with coffee and tea

8.30 | Welcome and introduction by we.CONECT, from the Chair and the Advisory Board

we.CONECT Strategy Track (1)
Sophisticated and holistic Methods & Strategies and Evolutionary Processing of CMI

8.40 | Case Study
Challenges, future & limits of Market Intelligence – Holistic View on Developing Decision Making Support in
fast changing markets and complex consumer mindsets
> Increasing role of understanding your customers and what shapes their needs in the future
> How to identify and deal with structural interruptions
> Setting the future expectation: Market Intelligence as a holistic process
> Insights based growth and innovation support through Market Intelligence
Dr. Reinhardt Schink, Head of Market Analysis and Strategy, Allianz SE / Germany

9.20 | Case Study
Building a strategic CI team with comprehensive processes for an efficient and prospective product evolution
& sustainable business development
> Competitive Environment of Airbus
> Re-position the strategic intelligence team as a recognised service provider to the executive team
> Airbus Intelligence Organisation – transforming intelligence across departmental boundaries
> Strategic Intelligence Product and Customer Evolution (2007-2012)
Matthias Heimerl, Head of Strategic Intelligence, AIRBUS / France

10.00 | Case Study
Competing with Emerging Markets Competitors – How this Affects the Global Competitive Landscape
> Understand the specific needs and opportunities from emerging markets and requirements for products and services
to be marketed in these countries
> Understand competitive advantages and strategies of newly emerging local and global competitors
> Learn about counter-strategies to surmount the challenges such companies pose
> Learn about how to transform western incumbents to achieve sustainable competitive advantage against emerging
markets competitors
> Case examples of how CI results were integrated into the strategies of a leading company that is facing increased
competition from the emerging world
> Examples presented from India and China
Dr. Volkmar Pflug, Vice President Strategies, Market and Competitive Intelligence, Siemens Energy / Germany

10.40 | Refreshment break with Networking Zone

we.CONECT Strategy Track (2)
Tools, Methods, Platforms and Processes to Create a Common, Sustainable and
Integrated CI Culture on a Global and Local Level

11.10 | Case Study
How to create a collaborative, connective and integrated competitive intelligence culture in a global &
diversified company
> Tools, Methods, Platforms and Processes @ Royal Philips
> How to involve the employees and get them to stand behind the CI-Structure
Daniel Cho, Director Marketing, Market Intelligence & New Product Introduction, Philips Healthcare / Germany

we.CONECT Tools & Systems Track (1)
Potential analysis, War Gaming, global forecasting, scenario based planning and CI
simulation

11.50 | Case Study
War Game 101…or… Approach to a Valuable CI Tool
> Using war game to anticipate a competitor’s next move
> Insights from a War Game case history
> Tools and outcomes
> Success factors in our project
> The lessons learned/pitfalls. In other words, what could be done differently next time
Alexandre Richard, Head of Competitive Intelligence, Sanofi S.A. / France

12.30 | Lunch with Networking Zone




aGENDA

we.CONECT Challenge your peers –
What would you do?
In up to six round tables, each with six moderators, the participants interact, describe & discuss
their specific issues, approaches and solutions regarding the conference topic. we.CONECT finds
out in advance with a special inquiry approach the most important issues facing the participants.

13.30 | Parallel Round Tables
Based on your input from the delegate checklist, we will create a round table session involving
an interactive discussion with your peers. The topics that will be discussed on-site will be announced 3 weeks before the
event begins.

14.30 | Case Study
Building High Impact Competitive Intelligence Programs to Support Strategy – The Reorganisation of SAP’s
CI-Structure
> What makes an intelligence program high impact?
> Key success factors in establishing high impact strategic intelligence programs
> Building future focus into the intelligence process
> Applying process efficiency and quality measures in intelligence work
David Ahrens, VP, Competitive & Market Intelligence, Business Analytics, Technology & Mobility, SAP America Inc. / USA

15.10 | Case Study
Going Global: How to Build Local and global Intelligence Toolsets on a Shoestring
> Strategies for engaging local collaborators
> Frameworks for creating a phased approach to globalization
> Tips for leveraging sales tool assets globally
Michael Akim, Director of Strategic Development, ABB Ltd. / Russia


we.CONECT Process Track (1)
Successful implementation and process integration of CI in B2B environment ‒
Connecting CI in a holistic and sophisticated model
16.20 | Case Study
Scouting for trends, coverage of competitors and use of advanced BI tools at Sandvik Tooling
> BI as a vital importance to top management
> Restrictive involvement of BI: Data <-> Analysis <-> Decision making
> Inherent limitations of BI due to its origin
> Traps and Key Success Factors of BI
Ulf Hermansson, Head of Business Intelligence, Sandvik Tooling / Sweden

17.00 | Case Study
The “Pathway to Leadership” and the Role of Intelligence in Upstream Strategic Activities and M&A
> Applying the use of competitive intelligence, through the intelligence function, to M&A planning and integration.
> Delivering impactful and ROI justified results through advanced CI processes and a new Methodology called Path to
Leadership
> Fully using intelligence capabilities in upstream strategic activities
> Making the right acquisition, divestiture and integration decisions through the use of competitive intelligence
Nanette Bulger, Senior Director and Healthcare Sector Lead, Marketing / Strategic Planning, Philips Healthcare / USA

we.CONECT Tools & Systems Track (2)
Connecting CMI to BI, Social Media, Cloud, Intranet and integrate them into the right
IT Systems & Platforms to avoid data and information overload
17.40 | Case Study
Tailoring the CI structure by KM and implementing supporting tools like SharePoint
> Differences between Knowledge Management and Competitive Intelligence in a B2B market
> Aligning Knowledge Management and Competitive Intelligence
> Application of CI-Supporting tools like Share Point to create a collaborative CI-Environment
Ahmet Turhan, Marketing Coordinator Strategic Projects Team EMEA, Eaton Electrical Corp. / The Netherlands

18.20 | Case Study
Knowledge at your fingertips – The Content Management Tool Insight Mining
> Techniques that are used primarily for the analysis of user-generated content (Web 2.0) can also be applied
differently
> A modern content management system can generate new insights
> As a result, a lot of time and money can be saved
> Maintaining a tool such as mining Insight is less expensive than you think
Stefan Althoff, Marketing Research Manager,
Lufthansa AG / Germany




aGENDA

DINNER in a relaxed atmosphere to conclude
the first conference day
20.00 | Networking Dinner

aGENDA
Conference Day 2 | Tuesday, 26th June 2012

we.CONECT War Gaming Session
Short talks with a thematic focus
7.50 | Case Study
Counter Intelligence – Identification and analysis of risks of runoff competition-
relevant information
> Information security as a fundamental part of risk management
> Group-wide and inter-departmental anti-spyware security structures
> IT security as an important pillar of a corporate security policy
> Protection of intellectual property as an element of an integrated security concept
> Impact of compliance issues – Legislation

8.30 | Welcome and introduction by we.CONECT, from the Chair and the Advisory Board

we.CONECT World Café
The World Café will be initiated with lectures lasting 10 minutes
8.40 | Lecture Strategy Café
How should the weak signals of the business environment be followed in the most
efficient and systematic way?
> How should the follow up be organized (roles and responsibilities)?
> What type of tools, systems and processes should be in place?
> How to engage the organization to the follow up process?
> How to ensure that this knowledge and insights are turned to serve the strategy work?
Minna Laukkanen, Director, Analysis and Information Services, UPM Kymmene Corp. / Finland

8.50 | Lecture Methods Café
How to develop a Market Intelligence Community within a global company building a sharing information platform?
> Go from a local CI team to a global CI community
> Strengths, weaknesses, opportunities and threats of building a central platform for information sharing and its global
using
> Provide with the right information at the right time at all level in the company, from commercial to management,
everywhere in the world
> Best Practices in sharing information from Alstom Transport
Charles Langlet, Business Intelligence Manager, Alstom Transport S.A. / France

9.00 | Lecture Process Integration Café
Statoil’s CMI Journey – Challenges and Opportunities of CI and MI in the Oil and Energy market
> How to build a world-class CMI-program in an international company
> Challenges of Statoil in CI and MI in the past 6 years
> Upcoming challenges to face in the future
Linhua Guan, Head of Market Intelligence Global Strategy and Business Development, Statoil ASA / UK

9.10 | Lecture Tools & Systems Café
Go Beyond Google: Gathering Internet Intelligence
> Free web tools for competitive intelligence
> Best practices for searching the deep web
> Multiple examples of how these tools have been used in competitive intelligence projects
> Guidance as to how you should rank and prioritize open source
intelligence sources




aGENDA
Conference Day 2 | Tuesday, 26th June 2012

9.20 | START WORLD CAFÉ | EACH SESSION LASTS 40 MINUTES
we.CONECT and the chair open the World Café, explaining the principles and set the World Café etiquette.

Strategy Café Methods Café Process Integration Tools & Systems
Café Café

12.00 | World Café Panel Discussion
Presentation of the key results of the World Café and the individual interviews

12.30 | Lunch with Networking Zone

we.CONECT Methods Track
Advanced methodology and application, organizational models & processes embedded
in an comprehensive global CI & MI framework

14.00 | Case Study
Look into the future with Scenario Planning – See the change before it gets you
> How to use scenario planning for Competitive Intelligence
> Anticipating innovation & disruptive technologies
> Know your competitors and get ahead with your business
> Finding technology to address emerging needs of the customers
Jose Tormo, Business Strategy and Corporate Development, HP Company / USA

we.CONECT Process Track (2)
CI & longterm HR development: Strategic talent acquisition, effective messaging,
branding and team building

14.40 | Solution Study
From Local to Central – Implementing a Global Centralized CMI-Unit for success
> Pros & Cons: Local Reporting vs. Centralized reporting
> Creating a CMI centre of excellence
> Outsourcing CMI?
Omer Ozener, Business Intelligence Manager Europe & North Africa, AIR FRANCE KLM / The Netherlands


15.50 | Case Study
Finding and implementing models for implementing a strategic intelligence team within the HR function
> On-demand intelligence projects: Gathering, analyzing, synthesizing knowledge, recommending actions and
evaluating the impact of the intelligence provided.
> Ongoing intelligence services: Scanning, monitoring, and scouting the environment for relevant trends, patterns and
discontinuities with a potential impact for HR
> A one-stop intelligence base: Running a one-stop knowledge base and facilitating knowledge networking, providing
fast and easy access to relevant intelligence
Tina Bundgaard Petersson, Head of Market Intelligence, Rockwool International A/S / Denmark

16.30 | Case Study
Use of HUMINT resources in conjunction with other sources to obtain accuracy in CIS / Asian markets and
successful triangulation of data for final results
> Multiple sources of data input mitigate against the risk of inaccurate studies and opportunistic behaviour.
> Triangulation of data sources (utilising three sources or elements, of which one is HUMINT. This can also be two
separate HUMINT sources in the same market) is the recommended ideal methodology in all markets, however in
these due distance (real and in Hofstede terminology) it is even more vital.
> Examples from Cheminova GMI which added to the bottom line or mitated against financial risk.
Steven V. Turbes, Head: Global Market Intelligence, Cheminova A/S / Denmark

17.10 | Closing words from the chair and end of the conference



For more detailed information
about Our speakers and interactive segments
please visit
http://cimicon.we-conect.com

We are looking forward to welcoming you!


Mastering CI Challenges in Emerging Markets

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