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Summary MKT 675 Milestone Three..docx MKT 675 MKT 675 Milestone 3 Southern New Hampshire University :Recommendations .I A. Competitive Intelligence In order for Nestlé to improve their marketing strategies to reduce the risk of unethical marketing pra
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MKT 675 Milestone Three..docx MKT 675 MKT 675 Milestone 3 Southern New Hampshire University :Recommendations .I A. Competitive Intelligence In order for Nestlé to improve their marketing strategies to reduce the risk of unethical marketing practices occurring in the future, a plethora...

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  • 12 de junio de 2021
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  • mkt 675 milestone threedocx mkt 675 mkt 675 milestone 3 southern new hampshire university recommendations i a competitive intelligence in order for nestlé to improve their marketing s

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  • Southern New Hampshire University
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MKT 675

MKT 675 Milestone 3


Southern New Hampshire University



:Recommendations .I

A. Competitive Intelligence

In order for Nestlé to improve their marketing strategies to reduce the risk of unethical

marketing practices occurring in the future, a plethora of recommendations need to be adhered

to. Nestlé needs to utilize “global [competitive intelligence as it] is instrumental in enabling

firms to successfully launch products, compete effectively or enter a new market in a timely

and specific manner, it assists in facilitating effective decisions” (Tian & Tobar, 2000).

Competitive intelligence allows Nestlé a better understanding of the market they are entering,

information about their competitors, and any competitive products and services that are on the

market

.currently or soon to be released

To successfully navigate the grey zone of competitive intelligence, Nestlé needs to

cognizant of the standards set for collecting information regarding their competitors.

Information that may not be considered a company secret yet is not public knowledge falls into

this grey

zone. Due to this grey zone, ethics plays a role in collecting competitive intelligence. Employees

.working on discovering information need to be aware of what they should and should not do

Additionally these employees need “to consider ethics from the perspective of the culture in any

country where [they] will collect CI. Some countries set a higher ethical bar in collecting CI than

.(others, requiring additional care” (Limacher & Fauconnet, 2019

Strategies that Nestlé can employ involve training their employees to successfully

navigate the grey zone of competitive intelligence or hiring third-party competitive intelligence

vendors. If Nestlé were to train their employees to better understand the ethics of competitive

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