Markets move quickly. One day, a product leads the market; the next, it becomes outdated. Relying on yesterday’s data doesn’t keep a business ahead. Competitive Intelligence (CI) involves finding the next step before competitors do. By understanding market shifts, competitor strategies, and emerging risks, CI provides companies with the edge to make confident, informed decisions.

The Adaptive Competitive Intelligence Model (ACIM) expands the traditional competitive analysis framework by moving beyond established models like Porter, Fuld, and Gilad. Instead of relying on a fixed set of “forces,” ACIM introduces nine key components essential for a comprehensive competitive analysis:

• • 1. Dynamic Industry Structure

    2. Digital Ecosystem

    3. Global Matrix

    4. Innovation and Disruption Radar

    5. Sustainability and Social Responsibility Lens

    6. Customer Centricity Sphere

    7. Continuous Intelligence Cycle

    8. Blindspot Illuminator

    9. Operational Ecosystem

1. Dynamic Industry Structure:

This aspect evolves from Porter’s Five Forces, examining elements like suppliers, buyers, substitutes, new entrants, and industry rivalries. The focus is on the changing nature of these forces, driven by innovation and global influences.

Benefit: It highlights the industry’s fluidity, acknowledging rapid changes due to factors such as digital disruption, regulation shifts, and consumer behavior trends.

Learn More >> Dynamic Industry Structure

2. Digital Ecosystem:

This component assesses the impact of digital platforms, AI, big data, and technological advancements on the competitive landscape. It examines a company’s digital maturity and the potential for leveraging technology for an edge in the market.

Note: Companies that ignore digital transformation risk becoming obsolete, much like Kodak did.

3. Global Matrix:

This dimension considers international competition, political influences, supply chain dynamics, cultural differences, and market diversity.

Benefit: It emphasizes the significance of both digital and global factors in shaping today’s interconnected business environment, where technology and global events have far-reaching effects.

4. Innovation and Disruption Radar:

This part focuses on tracking sources of innovation and disruption within the industry, guiding companies to foster a culture of innovation and effectively respond to disruptive changes.

Benefit: It helps businesses proactively identify potential disruptors and adapt accordingly.

5. Sustainability and Social Responsibility Lens:

Here, the model assesses how sustainability and social responsibility impact a company’s market positioning and how these elements can be integrated into the overall strategy.

Benefit: Reflecting their growing importance, ACIM includes this lens to help businesses align with environmental and social priorities, as sustainability increasingly influences market success.

6. Customer Centricity Sphere:

This element involves a deep understanding of customer needs and behaviors, driving strategies that prioritize superior customer value and experience.

Benefit: ACIM shifts focus from competitors to customers, emphasizing the necessity of catering to their needs for long-term success.

7. Continuous Intelligence Cycle:

Building on Fuld’s approach, this component emphasizes the ongoing process of gathering, analyzing, and applying competitive intelligence. It involves constant monitoring of market trends, competitors, technological developments, and customer preferences.

Benefit: It positions intelligence gathering as a continuous process, rather than a one-time effort.

8. Blindspot Illuminator:

Inspired by Gilad’s model, this aspect aims to uncover and address strategic blind spots, encouraging a culture of open communication and self-reflection within the company.

Benefit: It helps identify areas often overlooked, ensuring a more comprehensive intelligence process.

9. Operational Ecosystem:

An evolution of Porter’s Value Chain Analysis, this component examines the interdependencies within a company’s operations. It considers how technology, global factors, and internal synergies can be leveraged

Benefit: Operational Ecosystem: ACIM recognizes the importance of understanding and optimizing the internal operational ecosystem as well.

Each component of this model is interrelated and should be considered as part of a holistic analysis of the company's competitive environment and strategy. By applying this model, companies can gain a comprehensive and nuanced understanding of their competitive landscape and devise strategies that are adaptable, forward-thinking, and resilient in the face of change.

NEXT: ACIM, an Introduction