The State of Competitive Intelligence within. New Zealand Private and Public Sector Organisations, страница 36

In comparing the results against Trengrove and Vryenhoek (1997) study, 48% of surveyed respondents believed that there was an increase of risk from existing or potential competitors, 37% perceived that the risk of new technology was manageable, followed by 38% indicating that there was an increase of risk in the General economic trends category. It is important to note, that while there was not a global economic recession in 1997 as there is in 2009, the results from both studies are the same.  The increased confidence in managing new technology risks could reflect the current technology competency within companies/organisations compared to 1997.

Figure’s 13.3, 13.4 and 13.5 provides the respondent’s results to the above question and displays the exposure to competitive risk factors.

Figure 13.3

Figure 13.4

Figure 13.5

To assess these two risks (existing competitor and new technology) over the next three years (and outside the current economic climate), Question 21 asked, “Over the next three years, what do you see as being the main things that you will need to know in order to maintain or improve your competitiveness?”

•  New products or services.  

•  New technology and processes.

•  How to compete in a global market (i.e. abroad).

•  What existing competitors are likely to do?

•  What new or potential competitors might do?

•  Other

While 56% perceived that the risk of new technology was manageable, the results from this question identified that 94% of respondents believed this risk would become a greater risk (very important 59% and important 35%) in the next three years.  Equally, respondents perceived that there would be an increase to the current Existing or potential competitor risk (47%) and this would increase in risk to 74% in the next three years (in Question 21).

Figure 13.6 and Figure 13.7 provides the respondents’ results to the above question and displays the current existing competitors risk versus future competitors risk chart and current existing technology risk versus future technology risk.

Figure 13.6

Figure 13.7: 

The current and future (next 3 years) suggests that the surveyed companies/organisations believe that there will be future challenges with technology and their existing competitors.  While other elements were explored (page 66 of this report), the Existing or potential competitor and new technology risks had the highest responses of the Question 21 elements. Table 13.8 and Table 13.9 provide the full results by Industry, current and future risk and importance.       

Table 13.8: Current existing competitors risk versus future competitors risk table