In the craze to put everything on the Web, some companies say too much

[mea culpa <jericho () DIMENSIONAL COM>]

From: darek.milewski () us pwcglobal com

http://www.computerworld.com/home/print.nsf/all/990927C36A

In the craze to put everything on the Web, some companies say too much
By Gary H. Anthes
12 Things Rivals Search For On Your Web Site

Product announcements and preannouncements: Features and availability
indicate product strengths and gaps.

Executive changes: A person's background may provide clues about his
decision-making style.

Facilities openings and closings: Plants are key to capacity; offices may
indicate strategic direction.

Lawsuits and court rulings: Could indicate future liabilities.

Job openings: The skills sought may offer clues about product or strategy
direction.

Suppliers or subcontractors: May show key dependencies and sources of
competitive information.

Key customers: Could become target accounts.

Prices and price structure: Competitors can use this information as
benchmarks for their own pricing.

Financial results: For a private company, the Web site may be the only
place such information is available.

Mergers, acquisitions and strategic alliances: Signal future direction.

Customer feedback: Offers information about perceived product strengths
and (rarely) weaknesses.

Strategy statements: Indicate strategic intent and direction.

Source: T.W. Powell Co.
New York (www.knowledgeagency.com)


 09/27/99 Stealing your company's secrets could be like taking candy from
a baby -- and perfectly legal. Indeed, you may have posted a virtual "kick
me" sign on your digital derriere by telling your story just a little too
thoroughly at your Web site.


The Internet has prompted many to see information as a free resource
available to everyone, all the time; and it has allowed companies to blab
and brag as never before. But often those companies don't stop to consider
that it isn't just customers and job seekers who are surfing their sites.

"Companies give you information about their customers and case studies
about their products. A good analyst can look at that and kind of
reverse-engineer what the company is up to," says Robert Aaron, president
of Aaron/Smith Associates Inc. in Atlanta and an expert on gathering
competitive intelligence.

Web site development is usually driven by marketing people who are
cheerleaders for the company and its products, says Ira Winkler, president
of Internet Security Advisors Group in Severna Park, Md. "But they often
are not aware of proprietary information issues, and they put out more
information than they should."

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