Analyzing and Tracking Competitor's Customers Analytical Essay by Nicky

Analyzing and Tracking Competitor's Customers
A look at various issues in monitoring a competitor's customers.
# 151085 | 710 words | 8 sources | APA | 2012 | US
Published on May 21, 2012 in Business (Information Mgmt. and Systems) , Ethics (General)

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This paper discusses concepts in competitive intelligence, focusing on issues in monitoring a competitor's customer base. First, the paper presents and overview of business intelligence and why its significance is growing in companies. Next, the paper explores ethics in business intelligence. In particular, it notes Nucleus Research, a company that verifies claims on company websites regarding who customers are and whether they are satisfied. Additionally, the paper touches on the government's role in confronting industrial espionage. The paper concludes by citing the benefits competitive intelligence.


Ethics of Monitoring Competitors' Customers

From the Paper:

"With many companies whose business models are centered on business-to-business (B2B) selling, nearly all include customer references in the form of not only the company's logos they sell to but often actual reference names of senior executives at their customers' companies as well. They do this to get greater credibility and trust with potential prospects, yet is it s fertile area for companies doing competitive analysis as well. There are research companies that concentrate on evaluating how real these customer references listed on websites are, and often will contact references, do research, and publish it. Nucleus Research located in Boston Massachusetts does this often in the computer software industry for example. This is ethical and often embarrassing for the software companies who list references on their websites, only to have them contacted and interviewed to see if they are actually satisfied or not."

Sample of Sources Used:

  • Ranjit Bose. (2008). Competitive intelligence process and tools for intelligence analysis. Industrial Management + Data Systems, 108(4), 510-528.
  • Christen, M., Boulding, W., & Staelin, R. (2009). Optimal Market Intelligence Strategy When Management Attention Is Scarce. Management Science, 55(4), 526-538.
  • Liam Fahey. (2007). Connecting strategy and competitive intelligence: refocusing intelligence to produce critical strategy inputs. Strategy & Leadership, 35(1), 4-12.
  • Craig S. Fleisher, Sheila Wright, & Helen T. Allard. (2008). The role of insight teams in integrating diverse marketing information management techniques. European Journal of Marketing, 42(7/8), 836-851.
  • Harkleroad, David. (1996). Competitor response modeling: Out-thinking the competition. Competitive Intelligence Review, 7(1), S111.

Cite this Analytical Essay:

APA Format

Analyzing and Tracking Competitor's Customers (2012, May 21) Retrieved March 24, 2023, from

MLA Format

"Analyzing and Tracking Competitor's Customers" 21 May 2012. Web. 24 March. 2023. <>