Dyson sues after discovering German ‘spy’ on its staff – Telegraph
Dyson has discovered a spy for its German rival Bosch working in its high-security inventing department in Malmesbury.
One of the basic principles of business strategy is that competitive advantage comes from differentating yourself from competitors. This comes from either improving processes or improving products – cost leadership or product/service differentiation.
Competitive Advantage cannot come from a follower-strategy. It comes from proving to customers that you are different and offer something that competitors don’t have.
Copying competitors does not do this – it shows a lack of ideas and a lack of creative, innovative strategy. For a company like Bosch, known for engineering excellence, resorting to corporate espionage – and being suspected of wanting to use another ocmpany’s ideas says that Bosch is in deep trouble.
There is a big difference between competitive intelligence and corporate espionage. Competiive Intelligence aims to understand everything about the competitive environment – and why customers choose one company in preference to another. It can also try and understand what a competitor aims to do next – so that clear lines can be drawn between companies. Espionage does something different. It says “we want to do the same as you and want to know your secrets”. That’s a straegy failure – and wrong!
See on www.telegraph.co.uk