Fuld & Company is the world\'s preeminent research and consulting firm in the field of business and competitive intelligence. Founded by Leonard Fuld, a pioneer and recognized leading authority in the field, Fuld & Company is a full-service business intelligence firm. We provide - Research and analysis Strategic consulting Business intelligence process consulting Training to help clients understand the external competitive environment

1. Fuld & Company Limited
Capabilities Presentation
Fuld & Company Limited.
20 Conduit Street
London W1S 2XW
+44 20 7659 6999

2. Our Credentials: Industry pioneers, CI leaders
today
 Fuld & Company is a global consulting firm that pioneered the field of
competitive intelligence. Fuld & Company is headquartered in Cambridge,
Massachusetts, with European headquarters in London, Asian offices in
China, and affiliates in Latin America.
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3. Intelligence serves both tactical and strategic intent
Both are essential to superior performance
Fuld understands that each requires its own approach and
can support both needs
Operational
Strategic
Effectiveness
(Tactics) Positioning
Achieving, maintaining, and Creating a unique and
extending best practice sustainable competitive advantage
Running the same race better Running a different race
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4. CI Plays a Role in Every Functional Area
Sales Customer Service R&D
win-loss mystery shopping competitor pipelines
field guides retail practices innovation benchmarking
pricing aftersales service technology scouting
alternative technologies
Marketing/Planning Advertising/Branding/PR
market analysis marketing ROI Operations
forecasting/trending customer acquisition supply chain benchmarking
comp. position/product analysis trade show benchmarking distribution
merchandising benchmarking manufacturing cost studies
Legal/Finance quality control benchmarking
litigation support HR
HR benchmarking IT
union avoidance
talent acquisition IT benchmarking
financial forensics
contract terms/conditions
Business Development Strategy development
IP/patent analysis
M&A support war gaming
scenario planning
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5. Fuld’s Full-service Offering
Research &
Analysis
Training and CI Process
Education Consulting
Strategic
Gaming
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6. Our Credentials: Multilingual primary intelligence
gathering expertise
We can gather information in all of Europe’s major languages :
– English
– French
– German
– Italian
– Spanish
– Polish
– Russian
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7. Intelligence is a necessary part of business life…
…but ethical standards are critical.
Fuld & Company has a rigorous
set of ethical guidelines and
training programs for all its
analysts
“Fuld is in fact known in the CI
world to be a highly ethical, as
well as effective, firm.”—
Christian Science Monitor.
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8. Methodology: Looking Outside the Organization
 Competitive or business intelligence broadly considers the business
environment external to the organization.
(1) PESTEL
Political, economic, social,
technological, environmental, legal
factors and trends
(2) Industry dynamics
Markets, customers, alternative
production technologies, partnerships,
etc.
Industry dynamics
e.g. Porter‘s 5 Forces
framework
(3) Competitors
Capabilities, strategies, tactics,
motivations, assumptions, etc.
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9. Typical Fuld Research Outputs
 One off research and analysis
 Ad – Hoc Project
effort to support a decision point
 Competitor Landscape  View of the competitive
landscape at a point in the future
 Competitor Monitoring  Sustained effort to build up
knowledge base as it is happening
and improve reliability of answers
to fixed questions over time
 Early Warning Monitoring  Sustained effort to identify
opportunities and threats before
they arise
 Bench Marking
 Either one off or sustained effort
to assess your performance
against key standards versus
other organisations
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10. Training: From the fundamentals to the advanced
 Fundamentals:
– Collection
– Cost analysis
– Intelligence gathering at
trade shows and scientific
congresses
– Research planning
– Elicitation
 Advanced
– War gaming
– Scenario analysis
– Early warning
 Certification through
public seminars
– Academy of Competitive
Intelligence
Source: The Fuld Gilad Herring Academy of
– Basic, Intermediary and
Advanced levels Competitive Intelligence – Competency Map
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11. CI Consulting
Providing or auditing in house CI capabilities
Executive Design
Evaluate
Orientation Intelligence Implement
Existing
Needs System
Capabilities
Assessment Processes
Step 1 Step 2 Step 3 Step 4
 Define Key  Audit  Design process to  Train
Intelligence Intelligence bridge gaps
 Transfer
Topics (KITs) capabilities
 Plan knowledge
 Conduct  Analyze gaps implementation and skills
Executive CI
Orientation
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12. Strategic gaming alternatives
Many
competitors
and/or many
Scenario
changes
Analysis –
“what the
Strategy game will
Workshop – be”
“where to
Known War Game play”
competitors – “how to
& clear play”
change
More Certainty Less Certainty
Issues are Future competitive
Many ―alternative
clearer & more environment is
futures‖ possible
immediate clear
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13. Fuld-run public gaming sessions with top business schools
have predicted likely marketplace events and action
ACCURATE PREDICTIONS
Google and Microsoft pursue AOL,
2005 The Battle for Clicks, MIT-Harvard
News Corp revives with a combination of
content and Net platform, 2006 The Battle
for Digital Entertainment Supremacy, London
Business School
Apple to introduce iTV, 2006 The Battle for
Digital Entertainment Supremacy, MIT-
Harvard
Second Life will stumble, 2007 The Battle
Business Schools collaborating with for the Virtual Community, London Business
School
Fuld & Company for Strategic Gaming
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14. SharePoint Tool – a new pilot project
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15. Why collaborate with Fuld & Company for
competitive intelligence
• Vertical expertise
• We use seasoned industry veterans at both the analyst and project management level.
• We utilise cross-functional expertise whenever it would benefit our clients.
• Commitment to ethics
• Simply put, we would never do anything that would harm or embarrass our clients.
• CI industry leadership
• We were pioneers in the field, and we continue to train and lead the industry today.
• Our expertise in data-gathering methodologies is unsurpassed.
• Objective advice and decision support
• Our recommendations reflect vertical and CI expertise and a fresh perspective.
• Our interpretation helps challenge conventional wisdom.
• One-stop shopping
• Design and implementation of world-class intelligence systems and processes; standardized
and customised training; strategic gaming; secondary and primary research and analysis.
• Global coverage – Fuld has offices in EU, USA and China
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16. Fuld Contacts
Anthony Nagle Leonard Fuld
Managing Director President
tnagle@fuld.com lfuld@fuld.com
+44 20 7659 6999 +1 617 492 5900
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