24 Jun. 2016 | Comments (0)
The Right Way to Use Competitive Intelligence
In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. Yet, in the first quarter of 2016 the company sold only $17 million of Entresto in the U.S. market.
28 Sep. 2015 | Comments (0)
Companies Collect Competitive Intelligence, but Don’t Use It
The first requirement for being competitive is to know what others in your space are offering or plan to offer so you can judge the unique value proposition of your moves. The second requirement is to anticipate response to your competitive moves so that they are not derailed by unexpected reactions. The third requirement is to ask the question: Do we have common sense?