Tools for Anticipative Strategic Intelligence (ASI), presented at AIM 2008 in Paris, France.

1. Tools for Anticipative Strategic Intelligence (ASI) Pedro Henrique Freitas - Masters of IS at IAE Grenoble/UPMF Henrique Freitas - Professor at PPGA/EA/UFRGS Raquel Janissek-Muniz - Professor at PPGA/EA/UFRGS AngelaFreitagBrodbeck - Professor at PPGA/EA/UFRGS

2. Summary Intro Anticipative Strategic Intelligence Research Method Research environment and the tool developed Conclusion Tools for Anticipative Strategic Intelligence (ASI)

3. Intro Evolution Adapting to the future of its market / Creating new markets Transformation The firm “must be capable of collecting, storing and analyzing information concerning the state and the evolution of its socio-economic environment; the implantation of a process of Collective Anticipative Strategic Intelligence, an environmental scanning system, is one response to this requirement” (Caron-Fasan and Janissek-Muniz, 2004) Tools for Anticipative Strategic Intelligence (ASI)

4. Intro How to put the concepts of Anticipative Strategic Intelligence into operation in order to support strategic decision making within a medical software firm, changing from a product sales strategy to a services sales strategy? Tools for Anticipative Strategic Intelligence (ASI)

5. Anticipative Strategic Intelligence “Collective, pro-active and continuous process by which the members of a firm collect and use information regarding its socio-economic environment and the changes that may occur, in order to create business opportunities, adapt to the evolving environment and reduce risks and uncertainty in general” (Lesca, 2003) Tools for Anticipative Strategic Intelligence (ASI)

6. Research Method Action-Research Researcher taking active role in the firm studied Direct contact with one of the directors Total access to necessary data for four months August to December 2005 Suggest improvements Tools for Anticipative Strategic Intelligence (ASI)

7. Research Method Prototyping 2 groups of information were selected CRM used by the organization data captured at events Meetings to discuss progress and what to do Meetings with the firm’s employees Tools for Anticipative Strategic Intelligence (ASI)

8. Research environmentand the tool developed Medical software firm in the south Brazil Firm founded in 1991 one of the first firms in Brazil in this area At the time, 43 people in the firm CRM software developed internally Tools for Anticipative Strategic Intelligence (ASI)

9. Information Requirements Change of strategy Information on users of Personal Med® SIGwin® (CRM system) Free remarks for each inquiry registered Information from outside - weak signals Combined with other information can lead to certain ideas Tools for Anticipative Strategic Intelligence (ASI)

10. Instrumentalizing the stages 1 Defining the target “identifying the important actors within its business environment and the topics that are in its interest to monitor. It is equally necessary to specify the different sources of information that might offer some knowledge on the actors or topics” (Caron-Fasan and Janissek-Muniz, 2004) Users of Personal Med® software: potential buyers of new services 2 divisions of the firm are involved as actors: The Client Support Unit, contact with approximately 2,700 users/month The Sales Division, sales personnel participating in medical events Tools for Anticipative Strategic Intelligence (ASI)

11. Instrumentalizing the stages 2 Data collection CRM system used since 1993 SIGwin® contains 195,051 entries (on 25/07/2005) Sphinx® software was used to analyze data (data analysis and research system) Collected data are qualitative: data was transformed using lexical and content analysis techniques, based on Freitas and Janissek (2000) Dictionaries were elaborated Categories of analysis made it possible to generate certain automatisms Systematization of the collection of qualitative data at events New data obtained with use of report forms adapted from L.E.SCAnning® Forms distributed to sales personnel, who were trained in their correct use Applied at three medical events (Brazilian conferences) held in 2005 Tools for Anticipative Strategic Intelligence (ASI)

12. Report Form The Actor The Respondent The Collection The Information Tools for Anticipative Strategic Intelligence (ASI)

13. Instrumentalizing the stages 3 Organization of Data for the Creation of Information Incomplete without information storage procedure Objective: make it accessible to firm’s decision-makers Store, treat and analyze CRM: data exported and imported into Sphinx® Import process = data collection stage Manual to make it easy to reproduce in the future Store, treat and analyze forms: Web application was developed with Sphinx®, access is online, passwords Report containing results is instantly available online Tools for Anticipative Strategic Intelligence (ASI)

14. Instrumentalizing the stages 4 Creating Meaning from the Data Use of the tools available on the Web will help Produce discussions and come up with ideas Facilitate the generation of meaning from the data Anticipate: client’s demands and expectations that are not clear right away but when analyzed with other clients’ demands and expectations start to come out Tools help detect “weak signals” and creating ASI Tools support strategic decision-making Tools for Anticipative Strategic Intelligence (ASI)

16. Application Design 3 dictionaries containing 15 words: technical words, words related to the doctors, words related to management Tools for Anticipative Strategic Intelligence (ASI)

17. Application Design New tables were created using dictionaries Crossings could help detect “weak signals” Crossings with variable REGIONS or SPECIALITY could provide information on which regions or specialties of doctors to act first Information will support the decision making process, to change business strategy from sale of products to sale of services, possibly outlining where to begin a more strong services approach Tools for Anticipative Strategic Intelligence (ASI)

18. Application Design Tools for Anticipative Strategic Intelligence (ASI)

19. Application Design Tools for Anticipative Strategic Intelligence (ASI)

20. Application Design Tools for Anticipative Strategic Intelligence (ASI)

21. Conclusion New data will provide new information about the environment, new weak signals may appear Propositions made were well accepted and tools developed can really improve way data is used Objective was adequately accomplished Applications were developed and tested for both the firm’s internal data as well as the collection and analysis of new qualitative data from external sources Having 2 types of sources was very interesting, it allowed staff to get hints in one source and trying to find relations in the other source and vice-versa Tools for Anticipative Strategic Intelligence (ASI)

22. Thank you for your attention! Pedro Henrique N. R. de Freitas Masters of IS at UPMF/IAE Grenoble Grenoble, France freitas.pedro@hotmail.com Henrique Freitas Professor at PPGA/EA/UFRGS Porto Alegre/RS, Brazil hf@ea.ufrgs.br Raquel Janissek-Muniz Professor at PPGA/EA/UFRGS Porto Alegre/RS, Brazil rjmuniz@ea.ufrgs.br AngelaFreitagBrodbeck Professor at PPGA/EA/UFRGS Porto Alegre/RS, Brazil angela@brodbeck.com.br http://veille-strategique.eolas-services.com http://www.ieabrasil.com.br Tools for Anticipative Strategic Intelligence (ASI)

23. CRM Personal Data Tools for Anticipative Strategic Intelligence (ASI)

24. CRM Free Remarks Tools for Anticipative Strategic Intelligence (ASI)