In this individual project, you will be collecting secondary research along these three “pillars.”
1) competitive intelligence
Define competitive intelligence
What examples does your book give regarding competitive intelligence?
Find two outside articles that discuss competitive intelligence and why it is important to organization?
2) Value Narrative
Define value narrative or value proposition.
What examples does your book give involving a value proposition?
Find four outside articles that discuss value proposition and why it is important to an organization.
3) Prospecting
Define prospecting (networking).
Your book describes three categories of B2B customers; please define them and give examples.
How does this affect a firm’s value narrative?
Your book describes three types of buying situations; please define them and give examples.
Explain the relationship between competitive intelligence and the value narrative with prospecting.
Discuss how firms can identify a profitable customer and what can be done to address non-profitable customers.
Overall, your paper should be 7-10 pages. Make sure to use Times New Roman 12-point font. This paper needs to be double-spaced. Make sure to use APA formatting when citing your sources (in-text citations as well as your reference sheet). Make sure to use good grammar, spelling, and punctuation. Use page numbers. The answers to these questions need to be in “essay form.” In other words, just don’t answer the questions as if they were a test question.
Book link https://ebooks.cenreader.com/#!/reader/0175d118-c7…
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