"Alain Martin integrates strategic planning, competitive analysis, and risk management tools into a
powerful framework that provides valuable theoretical and practical approaches to strategy formulation
and business risk management. His trenchant advice to "use competitive intelligence as both a sword
and a shield" is particularly relevant in today's competitive marketplace. More importantly, Martin
shows how the ethical and responsible use of competitive intelligence can prepare an organization
for unprecedented changes in the external environment. This practical book is well worth the busy
Dr. Peter B. Corr, Senior Vice President, Science and Technology
Why Should You Read or Offer This Book As A Gift?
A wide variety of individual and corporate buyers can benefit immensely from reading this book.
Although the interest for this publication is worldwide, the focus of this document is on the
North-American market, which is characterized by the following features.
Ten Competitive Advantages of This Book
- More than ever before, intelligence and intelligence security, like insurance, are now
considered an essential part of the cost of doing business regardless of the economic climate
and the sector of activity: business, government and defense. As an illustration, President Bush
made improved intelligence gathering and analysis a top budget priority in his 2002 State-of-the-Union address.
- With less trade barriers and excess capacity in nearly every industry, competition has nowhere
to go but up. Competitive intelligence is emerging as a fundamental lever in most functions of the
enterprise. Without it, scientists, engineers, managers in business and government, and professionals
in finance, marketing and sales are flying blind. There is no better book to open their eyes to
counterintuitive ways of promptly acquiring intelligence and connecting the dots than this book.
- Whether you are competing for a job or negotiating a deal, you will increasing face colleagues,
teammates and adversaries who have cutting-edge skills in intelligence. Indeed, the subject is among
the fastest growing disciplines in business schools and in the training and professional-development
markets. Furthermore, the demand for books on intelligence is reflected in the current acquisition
logs of most corporate, collegial and municipal libraries throughout the U.S. and Canada.
The following competitive-advantage features position this book to sell to a wide audience of managers,
professionals, entrepreneurs, business students, intelligence professionals, military analysts and diplomats.
These 10 features reflect the exceptional value of this book as summed up by the comments of Professors
Mark Thompson and Tak Wakasugi.
- The book's framework addresses many of the neglected human-intelligence issues in business and national
security. Military leaders recommend the book for officers, strategists, and defense and law enforcement
students. The framework has also been proven to help companies, both large and small, use smart intelligence
to win customers, team-up with selected allies, and shield their assets from competitors and other adversaries.
- There are no books in the market addressing intelligence and intelligence security with such a comprehensive
framework and proven strategic-thinking tools. Professors of business and public administration should consider
the book for adoption in MBA and MPA programs. Professor F. Warren McFarlan of the Harvard Business School found
the content extraordinarily interesting with ideas put together from a viewpoint not seen elsewhere. He asserts:
"this is an extraordinarily thoughtful and well written book on a topic of great contemporary importance. Its
advice is detailed, practical and completely on target." For Professor Sunder Kekre of Carnegie Mellon Graduate
School of Industrial Administration, this book is "a must read for senior executives. Alain Paul Martin built
his concepts very cleverly with thought-provoking examples and jogs the minds of the readers to ponder deeper
into the power of intelligence! This is a grand slam by Martin."
- Beyond the academic community, this book has also gained immediate acceptance among leading decision and
policy makers and is already recommended by executives in the U.S., Canada, Europe and Japan. Many of these
individuals are great role models with whom targeted readers can readily identify.
The Chairman, President and CEO of McCain Foods stresses that "this book should be compulsory reading for
senior executives." Archie Dunham, the CEO of the world's largest oil company and simultaneously the
Chairman of the National Association of Manufacturers, found "a powerful message" in the book.
And John Harbour has applied the framework to "craft the vision and strategic direction"
of Desjardins, a $75 billion financial institution. John Fletcher, who advises Shell International
on Global Change, notes that "the section on exploiting the power of Search Engines typifies the
extensive research input into this book." Positive feedback also came from executives of Alcoa, Boeing,
Credit Suisse, Deloitte, ExxonMobil, MasterCard, Pfizer, Pharmacia, Shell, Nippon Roche, Scandinavian
Airlines, Lufthansa and SAAB.
Even the chief intelligence officers of organizations that depend on intelligence to excel wholeheartedly
recommend the book. Indeed, executives and intelligence professionals who have learned about Martin's
proven intelligence framework have changed the way they work.
- The book provides numerous case studies and vivid examples on detecting threats and opportunities early.
A leading scientist on the prevention of disease and major risks, Dr. Brian Morrissey wrote a unique case
study on the valuable lessons drawn from Mad Cow issue incubation in the U.K. Policy makers and
professionals in communication and public affairs can apply Dr. Morrissey's suggestions to prevent
and mitigate major risks.
- Readers will learn how to hitchhike on surprise events to create value and orchestrate major
change, be it corporate, institutional, technical or social.
- A full chapter is devoted to intelligence tools and platforms. Its focus is on the use of generalized
and specialized search engines and directories. A comprehensive case study on stem-cell migration illustrates
the step-by-step process involved in intelligence collection, validation and analysis. Beside its pertinence
to marketers, scientists, engineers, intelligence officers and college students, this case study also provides
practical tips on using the Internet to prepare professional and managerial candidates for job interviews.
- The book is full of practical illustrations, success stories and insights from business, government and
the military. In each chapter, a delicate balance is maintained between the details necessary to treat a
specific topic and the big picture. New ideas are clearly presented and technical terms are explained
thoroughly. Without being simplistic, the language is within the reach of corporate staff of all levels
and functions. Some stories could be used to stimulate discussions and give college students a primer
on intelligence. With the above features, the book also makes fascinating reading even beyond the
college-educated general public.
- For those who want to dig further, there are extensive endnotes, a multilingual bibliography, a
series of recommended Web sites, a handy book index, a 4-tier table of contents and two colorful
Harvard road maps on strategy and risk. Thus, readers can quickly locate what they need and are
bound to refer to the framework and the book's practical tips, time and time again.
- The author, Alain Paul Martin has a solid track record as entrepreneur, consultant and educator.
His road maps are marketed under the prestigious trademark Harvard University Global System.
- Frequent readers can enjoy years of trouble-free use. The sturdy hardcover and the excellent
bookbinding are much better than the large majority of trade books. The hardcover design and title
get the immediate attention of potential buyers including Internet surfers and browsers in bookstores.
"Alain Martin has deftly incorporated, adapted, challenged, and complemented the insights of Fuld,
Porter, Sun Tzu, and others to achieve a superb practical guide to the strategic and tactical
management of institutional information."
Dr. Mark Thompson
President, Equity Resources Group Inc.
Former Professor, Harvard School of Public Health
"This serious book is breaking new ground in intelligence production and strategic risk management.
It is well worth reading by decision-makers on both sides of the Pacific Rim."
Professor Tak Wakasugi, University of Tokyo
Also concurrently Co-Director, Mitsui Life Financial Research Center,
and NTT Program of Asian Finance and Economy
University of Michigan Business School