Các học giả được xác định với phương pháp này là Barbara Stern (mặc dù các học giả khác như Barbara Hirschman và Morris Holbrook cũng đã có những đóng góp đáng chú ý). Một lý do cho mối quan tâm với các cá nhân và các nhóm circumscribed là | Competitive Intelligence at a Distance Learning from World War II 195 Formal Communications Competitive intelligence professionals are familiar with the process of examining an organization s formal communications in order to gain insights regarding the basic overall strategy that the organization employs. This kind of communication may provide an overarching view of how the organization views itself and how it sees itself evolving in the future. These formal communications may provide a baseline by which the company can be evaluated. In some cases however an organization may be undergoing significant changes. Let s say for example that a conglomerate has just purchased a new division. This transition of course is likely to involve significant change. We can expect a wide range of formal documents to be issued regarding the new structure. As any analyst knows these documents may provide valuable clues regarding the weaknesses or strengths inherent in the organization as well as transitions that may be expected to take place in the future. Informal Communications While formal communications provide the party line informal communications may provide alternative views and evidence regarding how some members of the organization are seeking to circumvent the formal structure. Let s say for example that a sales person indicates that although sales are important he is increasingly being judged on other criteria. This old school salesman states that although he is great on the road his future compensation will be linked to Internet communications. As a result he indicates he ll be e-mailing customers on a regular basis. He may even complain that he is being forced to take an array of courses in computers and that he is expected to complete them by a certain date. Vital information can be inferred from such data. Upper management is intent upon upgrading the sales staff s mastery of computer technology. This might be done in order to communicate cheaply via the Internet and
