국제 정보 데이터베이스 개발: 1990년 Ruth Stanat

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With the unification of Europe and the rapidly changing political and economic events worldwide, research executives are currently faced with the need for translated, synthesized, and analyzed information from the various countries within the European Economic Commission (EEC) and from other parts of the world. Under the new economic system of the EEC, several companies will plan to expand the marketing of their products and services. Consequently, they will need the collection of published information as well as the need to collect quantitative data. During the 90s, senior management will seek answers to specific questions, such as “Is the Eastern European consumer ready for X,Y, or Z product?” rather than reading large market research reports which do not specifically answer their questions.

Within Europe, there are several obstacles to the collection of published information (e.g. from newspapers, the media, and journals). Following a detailed discussion of these obstacles, this paper discusses a methodology for the scanning, synthesis, translation, and analysis of published information. Within this methodology, the paper is organized into eight parts as follows.

1. EEC 내에서 그리고 전 세계적으로 공개된 정보를 수집하는 데 방해가 되는 요소
2. 해결책: 게시된 정보에 대한 지속적인 추적 시스템의 필요성
3. 게시된 정보 요구 사항을 정의하는 방법
4. 국제 비즈니스 인텔리전스의 출처
5. 데이터베이스 설계
6. Internal staffing versus outsourcing
7. 시스템의 비용/이점 결정
8. 유럽 통일에 있어 이러한 시스템의 전략적 중요성

This paper concludes with a discussion of how international and European research managers will experience an increasing need for market trends, competitive intelligence, and new product activity information as new trade agreements evolve within and outside of the European continent. The paper also includes a discussion of research needs for Eastern Europe. In summary, the paper focuses on the development of new cost-efficient systems to process this information, rather than utilizing older labor-intensive methods.

이 백서는 독자들에게 비용 및 인력에 대한 세부 사항과 함께 이러한 시스템을 개발하는 "방법"을 제공합니다.

1. EEC 내부 및 전 세계적으로 게시된 정보를 수집하는 데 방해가 되는 요소

During the past year, we have seen a dramatic change in worldwide political and economic events. With the eruption of the Gulf crisis, the demise of communism, and the subsequent liberation of several Eastern Bloc countries; the demand for access to credible worldwide business and political information has increased. European research professionals are now asking themselves: “How can I provide management with accurate and timely answers to their international information requests?”

Each country within and outside of the EEC has a wealth of information, or business intelligence, which is reported in its daily newspapers, general business journals, and various industry and market publications. The challenge is to capture this information on a timely basis, translate the information, and synthesize and digest the information, which can be used for market intelligence or research briefs, newsletters, or reports.

1.1.언어 장벽:

무엇보다도, 연구 전문가는 자신이 위치한 국가에 관계없이 전 세계적으로 언어 장벽에 직면하게 될 것입니다. 영어가 서유럽 전역에서 비즈니스 언어로 채택되고 있는 가운데, 연구 전문가는 다음과 같은 전 세계 지역에서 정보를 수집해야 하는 과제에 직면해 있습니다.

• 미국과 캐나다
• 서유럽(스칸디나비아 국가 포함)
• 동유럽
• 소련
• 멕시코, 라틴 아메리카, 남아메리카
• 중동
• 극동
• 호주

Even within these geographical regions, the diversity of languages can be complex, such as in Western Europe. This challenges the research professional to either increase his or her knowledge and fluency in other foreign languages or to locate information providers and/or commercial database vendors who offer translated information. This paper will focus on a methodology from which the research professional can develop their own system to track international published sources. Lack of Commercial Databases that offer Business and Technical Information by Country or Geographical Region:

1.1.1. 미국 및 캐나다:

미국은 성숙하지는 않더라도 정교한 비즈니스 및 기술 상업 데이터베이스 시장을 보유하고 있습니다. 일본과 서유럽 모두 지난 3~5년 동안 최근 상업용 데이터베이스 제품을 개발하면서 빠르게 우리를 따라가고 있습니다. 미국과 기타 영어 사용자의 경우 다행스럽게도 이러한 데이터베이스 중 다수는 영어 명령을 사용하여 액세스할 수 있도록 영어로 번역되어 있습니다.

In Western Europe, some databases do exist in specific languages (e.g. German). As the software technology improves, we will expect that these databases will be able to be translated into the local language of the users. Various publishers of international directories are searching to locate the available local commercial databases available for access, and it is anticipated that more of these global database directories will be published as the world moves toward a global economy.

1.1.2 서유럽:

Similar to the USA, Great Britain has a sophisticated market for commercial databases (both scientific and business). With the unification of Europe by 1992, however, the challenge is to develop databases that capture and report the local business and scientific information from each of the countries and then synthesize and digest the information into a structure that can offer the information as a Western European segment. Within the EEC, however, select countries use sophisticated information reporting systems along with commercial database offerings. The user, however, is faced with the obstacles of differing telecommunications systems and networks. As the unification progresses, data reporting standards and telecommunications access to local country databases will be necessary to enable the information professional to search local database information. Both Reuters and Datastar currently have the largest systems or networks to deliver European technical and business information.

서유럽 데이터베이스와 유통업체의 급속한 성장에도 불구하고 상당한 양의 비즈니스 정보가 여전히 현지 시장 조사 회사나 기업 도서관에 보관되어 있습니다. 예를 들어, 유럽 대기업의 현지 지사 및 계열사는 비즈니스 정보를 수집하여 요청 시 현지 또는 국제 경영진에게 제공하거나 단순히 파일 서랍에 정보를 보관합니다. 이러한 유형의 지역 정보는 일반적으로 지역 언어로 제공되며 연구 전문가가 수집합니다. 연구 전문가는 이러한 정보를 수집하고 해당 자료로부터 맞춤형 데이터베이스를 개발할 수 있는 시스템을 개발해야 하는 과제에 직면해 있습니다.

1.1.3 동유럽/소련:

The situation is more pronounced in Eastern Europe and the USSR. I term these regions as “virgin” territory for database development. Whereas Western Europe has had a sophisticated structure for research and information reporting or publishing, Eastern Europe and the USSR have had to rely on state-controlled agencies to gather and collect data (scientific and business). Despite this fact, local market research firms and state agencies have had some type of data reporting methodology even without the technology.

In some countries, these local “intelligence networks” are quite sophisticated, and the challenge is to locate these firms and to develop a business relationship whereby the information can be automated and disseminated to worldwide users. Clearly, the development of databases from these countries will be slow as these countries are still undergoing economic and political changes. Until the reporting and publishing systems improve in several of these countries, the integrity of the published material will continue to be questioned.

1.1.4 멕시코, 중앙아메리카, 남아메리카:

Similar to Eastern Europe and the USSR, this region of the world has not had a sophisticated publishing or research network. While some government agencies collect and publish data, local business intelligence (e.g. industry, market and competitive data) is lacking. Once again, the challenge is to develop databases from credible sources. One of the best sources for local market intelligence is from the local affiliate or distribution offices in this region of the world. The challenge is to motivate the local offices to forward the information to a centralized library for input into the corporate intelligence system.

It is important that this region of the world does not possess the plethora of business publications such as in the USA or Western Europe from which to scan, research, and abstract the material. Therefore, the research who requires information from Latin America will have to depend more on local intelligence gathering for input into their system.

1.1.5 극동:

As mentioned previously, Japan has the most sophisticated systems and commercial database products in the Far East. While they have been long-time users of European and USA databases and reports, they have recently expanded the distribution of their databases (translated into English) to the USA and European Community. Other countries such as Korea, Taiwan, and Singapore are making strides to develop commercial databases and open up distribution of other international databases into their country. Here again, much of the existing data is not in electronic format nor is it is published material. Similar to Eastern Europe, much of the valuable information is in the affiliate offices and local libraries. The challenge is to capture this information on a systematic basis and disseminate it throughout an organization.

Several large market research firms have valuable data in Australia. During recent years, Australia has made strides to use and disseminate electronic information. With the increased use of telecommunications technology, it is expected that the research professional will be able to locate strategic market information from this region of the world either through electronic commercial databases or published global market intelligence directories.

1.1.6 정보의 단편화:

As we begin the 90s, research executives must be able to view their competition on a worldwide basis. Specifically, they must have rapid access to translated, digested, and analyzed information. More importantly, the information must be credible. While Western European research executives have been gathering information and analyzing their own domestic markets over the past four decades, they are now faced with the fragmentation of published information on a worldwide basis.

우리는 연구 전문가들이 지리적 지역, 산업, 시장, 제품 및 경쟁사별로 연구 정보를 구성하는 방식에 접근할 것을 제안합니다. 이는 단순한 접근 방식으로 보일 수 있지만, 현지 계열사로부터 체계적으로 정보를 얻고 데이터의 "구멍"을 탐지할 수 있는 데이터베이스를 구축할 수 있습니다.

1.1.7 정보의 적시성:

Information that is local to the country or termed “domestic” can usually be obtained rapidly. However, the research professional must still have a system that systematically scans the domestic publications, determines which articles are strategic or have a high degree of impact on the business, and must digest the articles to be input into a system. This challenge is augmented when publications from other European countries and from other geographical regions of the world must be scanned, digested and abstracted. Global information, even when it is structured and captured on a consistent basis, still has to be translated, formatted and input electronically for transmission. During the next five years, I believe that software and telecommunications technology will make its greatest developments in this area.

During the 90s, research executives will require worldwide news information on a daily basis and digested published information which is no older than a week. During this next decade, executives will demand “answers to specific questions” rather than piles of information or voluminous reports or outputs from database searches. As information professionals, we have to be ready to deliver against these difficult orders.

2. 해결책: 게시된 정보에 대한 지속적인 추적 시스템의 필요성

Despite the advances in software, computer, and telecommunications technology, the information capturing process, translation process, and electronic input is, for the most part, manual. This will continue to be the case for the next few years, particularly in Third World countries. The research executive is faced with the following challenges:

• The need for an efficient method or system that will scan and digest the relevant newspapers and business and technical journals in the domestic country, and then expand this to the other countries within the EEC
• The need for this information to be scanned daily, translated, digested, abstracted, and placed into electronic format for a market intelligence system
• 이 적용 범위를 세계의 다른 지역으로 확장할 필요성이 있습니다.

Within the USA, several large corporations have developed a corporate or market intelligence system to accomplish this task. In effect, senior management has made a “top down” commitment to invest in this type of system to enable management throughout the organization to be kept abreast of the industry, the market, the competition and the products, on a global basis. Typically, these systems are managed or staffed by the strategic planning or market research departments. The information is distributed by this department to senior management and to managers throughout the organization.

As the world economies evolve, much of the valuable information will be found in published articles and journals. Unfortunately, most of this information is kept in “pockets” within the organization or is resident in other countries. Shared corporate information networks break down these barriers and enable managers throughout the organization to cost-efficiently obtain the information. The role of the research professional is to be aware of these systems and to be knowledgeable as to the execution of these systems.

3. 게시된 정보 요구 사항을 정의하는 방법

3.1. 전략적 정보 감사

Within your own firm, I recommend that you initially survey your management and the recipients of your research to assess the utility of the published journals they are currently receiving. I term this procedure a “Strategic Information Audit,” as the survey accomplishes the following.

• 최신 출판물의 활용 수준 평가
• 회사 내 정보의 "흐름"(공식 및 비공식 모두)
• 조직 내 구독 중복 정도
• 정보의 적시성과 "라우팅 목록"의 효율성을 결정합니다.
• Determines the cost and usefulness of newsletters, research publications, and reports
• Determines which managers are using computers and what form of communication they use the most
• Enables you to draw an “information blueprint” of you organization
• 궁극적으로 조직을 위한 최적의 정보 네트워크가 되는 응답자의 위시 리스트를 평가할 수 있습니다.

The strategic information audit should be conducted by a task force with representatives from the market research department, the library, the information systems department, and a representative from a business unit (no more than 4-5 representatives). The procedure should entail approximately 30-50 interviews of key suppliers and suppliers of information within the organization. The audit should clearly define the utility of the published information within the company and should summarize the needs of the users. The summary of the results should list the most needed published matter, determine the international scope of the literature, determine the optimum timeliness and format of the information, and determine if an electronic system or hard copy process is the best way to deliver published business intelligence to the recipients. A copy of a sample questionnaire is included in the Appendix 1 of this paper.

4. 국제 비즈니스 정보의 출처

Within Western Europe and the USA, and Canada, numerous published sources of business and technical information exist. Unfortunately, executives and managers do not have the time to scan and digest all of the available publications that impact the business on a daily basis, much less on an international scale. In addition to published material, a wealth of strategic business and technical information is published in conference proceedings and in sales personnel trip reports. This published material should also be considered for input into a corporate intelligence system. The following lists sources of international business intelligence:

• 전국 및 지역(지방) 신문
• 비즈니스 및 과학 저널
• 회의 진행
• 영업사원 출장 보고서
• 발행된 뉴스레터
• 신디케이트 및 맞춤형 시장 조사 보고서
• 내부 사업 및 마케팅 계획
• 내부 메모
• 법적 절차
• 조직 내부 및 외부의 연구 개발 보고서

With the unification of Western Europe, the collection, translation, analysis, and dissemination of published material is essential to develop new marketing and product development plans. Clearly, it is impossible for a research department to scan all of the publications from the member EEC countries on a daily basis, translate the material, analyze the information, and input the information on an electronic network on a daily or weekly basis. This situation becomes more complex if Western European companies wish to remain abreast with the rest of the world’s publications (Eastern Europe, USA, Latin America, Far East, etc.). As a result, the following section discusses a solution to the problem with the development of a process or system within the company to handle this information.

5. 프로토타입 시스템을 개발하는 방법

5.1. 데이터베이스 설계

전략적 정보 감사를 완료하고 전술적, 전략적 의사 결정과 관련된 게시된 정보를 정의한 후에는 시스템의 저렴한 프로토타입을 개발해야 합니다. 효과적으로, 데이터베이스 설계는 전략적 정보 감사에서 사용자의 요구 사항에서 "떨어져야" 합니다. 다음은 게시된 정보를 지역별로 구성하는 데이터베이스의 샘플 디자인을 개략적으로 설명합니다.

지역별 조직

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Topic Area:                                      Industry                    Market Segments

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업계 동향

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정치적 동향

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경제 발전

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시장 활동

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경쟁 활동

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신제품 개발

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활동

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기술의 활용

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미래 동향

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분명히, 데이터베이스의 디자인은 설문조사 응답자의 희망사항을 반영해야 합니다. 두 경쟁자 모두 자신의 제품과 시장을 동일한 방식으로 보지 않는다는 점에 유의해야 합니다. 데이터베이스는 아래 차트와 같이 경쟁사 프로필 형식으로 경쟁사 X, Y 또는 Z별로 구성할 수도 있습니다.

경쟁 활동별 조직

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주제 영역:

Company Overview              Competitor X             Competitor Y              Competitor Z

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� 전반적인 전략방향

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� 회사 조직도

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� 시장 포지션

- 시장 점유율

— 경쟁적 위치

— 광고 및 홍보

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� 재무성과

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� 유통전략

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� 연구개발

- 전략

- 투자

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� 신제품 개발 활동

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� 기술의 활용

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� 국제전략

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� 잠재적인 합병, 인수, 매각

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� 향후 예상 전략

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5.1 1.데이터베이스의 형식

Market intelligence systems which capture published information also require easy-to-use menu screens that enable the user to select the information they wish to view. Please note that the published data can be organized by geographical region, by competitor, and by topic. In other words, the system can include several different ways to view or access the information.

게시된 정보는 세 가지 방식으로 표시될 수 있습니다.

1. 의견과 참고문헌을 추가한 기사 초록

2. 요약 분석 또는 텍스트 정보가 포함된 보고서 형식

3. 정보의 전문

Most market intelligence systems, which capture published information, provide abstracts of key relevant articles, which are abstracted daily and updated in the system weekly. They may also include 2-3 page newsletters and quarterly reports. Many of these systems also include information from the “field,” or rumor information from the field sales force or from plant personnel. Our experience indicates that field intelligence is not useful in the format of anecdotal rumors by itself. When this information is analyzed and verified by published information or by expert opinion, it is then suitable for inclusion in a market intelligence system. The following suggests preliminary screens for the prototype market intelligence system:

기업 시장 인텔리전스 시스템

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메뉴 항목:

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� 초록
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� 뉴스레터
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� 분기별 보고서
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� 필드 인텔리전스
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Our experience indicates that the information that is published from these systems should be analytical. Most users can read factual information from the literature itself. It is necessary to add the value of analysis to both the abstracts and the report information.

5.1.2 프로토타입 개발 방법

Following agreement on the design and format of the database, the coordinator for the market intelligence system will have to select software and computer equipment. For a prototype, we recommend developing the databases on a personal computer with a text-retrieval package. Following evaluation by a select group of users, and if the response is positive, we then recommend transporting the database to a mainframe or mini-computer which can store the information and which can be accessed by multiple users throughout the organization (on both a domestic and worldwide basis).

그래픽 기능과 함께 전체 텍스트 검색 기능을 제공할 수 있는 소프트웨어 패키지를 권장합니다. 또한 사용자가 국제적으로 또는 집에서 원격 터미널을 통해 정보에 접속할 수 있도록 통신 소프트웨어와 데이터라인을 설치해야 합니다.

출판된 자료의 내용과 시스템의 운영 능력 모두 6-12개월마다 평가되어야 한다는 점에 유의해야 합니다. 국제 비즈니스 환경이 계속해서 변화함에 따라 시장 정보 시스템도 변화해야 합니다. 이는 주제 영역이 분기별 또는 반기별로 자주 변경될 수 있음을 의미합니다. 그러나 전반적인 시스템 아키텍처에는 향후 3~5년간 경영진의 전략적 사고가 반영되어야 합니다.

6. 내부 직원 채용과 아웃소싱 비교

Clearly, the development of market intelligence systems that capture published information and provide it to the organization needs an “internal champion” or a person from the research department who is willing to head up the strategic information audit effort, work with the information systems department to design the database, and implement the system. Our experience indicates that it is important for the internal champion to have “top down” support from senior management. Moreover, a budget must be established for the strategic information audit, the development of the prototype, the authoring of the information, or the procurement of the information into electronic format, and the acquisition of software, computers, and telecommunications equipment.

내부 챔피언은 기업 영업 담당자와 함께 시스템 설계자이거나 시스템의 이점을 내부 관리 및 연구 인력에게 판매하는 사람이어야 합니다. 또한 직원 중에는 데이터베이스를 지원하는 기술 인력과 사용자의 "손을 잡고" 데이터베이스로부터 지속적인 피드백을 받을 수 있는 고객 서비스 담당자가 있어야 합니다.

With regard to the decision of whether to produce the databases using the existing research staff or to contract a supplier to publish the databases, the following questions serve as guidelines:

1. Does the research department have sufficient staff of research analysts to publish the information? Do they have the time to scan publications, clip the material, translate and summarize, the material and put it into database format?
2. 부서에 데이터베이스 게시를 위한 기술 및/또는 시간이 있습니까? 연구 분석가의 시간은 데이터베이스의 데이터를 분석하고 고위 경영진을 위한 분석 보고서나 뉴스레터를 게시하는 데 더 효율적으로 사용됩니까?
3. Can the research department absorb the cost of the publications, or can they utilize the publications from the corporate library? The cost and translation of international publications should also be considered.
4. Compute a cost per abstract or quarterly report. Is it cheaper to outsource this work? Consider the quality issues. Perhaps it is more efficient to contract out the lower-level abstracting and have the research analysts access the database and analyze this material to produce senior-level management reports or marketing plans.

내부 챔피언은 다음과 같이 "제조 대 구매" 분석을 수행해야 합니다.

내부 부서 연간 비용(US$)

3-4명의 연구 분석가 채용: $200,000 – $250,000

번역비: 30,000 – 50,000

출판물: 30,000 – 50,000

_______________________________ _________ _______

연간 총 비용: $260,000 – $350,000

연간 초록 # 1,200 – 2,400

초록당 비용: $216 – $145

외부 공급업체

총 연간 계약 $100,000 – $150,000

연간 # 초록 1,200 – 2,400

초록 $83 – $63당 비용

In most cases, it is more cost-efficient to contract with an outside supplier. The issue remains, however, whether the outside supplier can quickly, or over a period of time, develop the perspective you need so the abstracts and reports will add value to your analysis. Several companies with successful marketing intelligence systems contract to outside suppliers to publish the abstracts or quarterly summaries, and then their internal research analysts “manage the system” and utilize the information to publish more detailed analytical reports or answer key senior management questions or ad hoc requests.

7. 시스템의 비용/혜택 결정

In this current period of economic and political uncertainty, with tight budgets, investment in this type of system must clearly prove value or impact the corporation. The following outlines a typical budget for a market intelligence system that captures published information.

내부 챔피언, 기술자, 고객 서비스 담당자 $250,000
외부계약공급자 $100,000
_____________________________________________________ ________

총 인건비 및 재료비 : $350,000

개인용 컴퓨터 소프트웨어 1,000
메인프레임 소프트웨어(사내 보유하지 않은 경우) $100,000
컴퓨터 추가 비용(사내 컴퓨터가 없는 경우) – ———

Please note that companies have very successfully developed very cost-efficient systems on personal computers for minimal costs. It should be noted that these figures represent large corporate investments in systems that can be accessed worldwide by staff personnel.

After a period of one to two years, management will want to quantify the benefits of the system. If management can answer “yes” to any of the following questions, the system has paid for itself:

1 회사가 시스템의 자료를 바탕으로 내린 결정의 결과로 시장 점유율이나 수익이 증가(또는 보호)되었습니까?

2 회사는 시스템 정보를 직접 활용하여 신제품을 개발하거나 기존 제품을 재배치했습니까?

3 회사는 시스템 사용의 결과로 새로운 비즈니스 또는 시장 기회를 식별했습니까(예: 새로운 시장으로의 확장 – 동유럽, 합병, 인수 등)?

4 회사는 시스템을 사용하여 유럽 통합과 관련하여 보다 신속하고 효율적으로 위치를 변경할 수 있었습니까?

5 게시된 정보가 적시에 번역, 합성 및 전자 형식으로 제공되므로 회사의 전 세계 계열사가 보다 신속하게 의사결정을 내릴 수 있습니까?

8. 국제 정보 경영진에 있어서 이러한 시스템의 전략적 중요성

During the next year, it will be necessary for corporations to have access to the published business intelligence of companies within and outside of the EEC. While a plethora of “Euro” publications may develop, research executives will still need business intelligence that is local to the member and non-member countries. Moreover, EEC countries will need business intelligence from Eastern Europe, USA, the Soviet Union, the Far East, Latin America, and other parts of the world. Strategic decisions are made from published information. The companies that invest in these systems will realize the greatest dividends during the 90s.

 

루스 스타나트(Ruth Stanat) 저, 1990년.