Table 1. Summary of the case studies.... | Emerald Publishing

Table 1.

Summary of the case studies. Author’s elaboration

Case Studies	Industry information	Company strategy and positioning	Organization and structure of CI practices	Contribution of CI to strategy
Case A Diagnostic imagining center	Healthcare industry diagnostic imaging High complexity and dispersion Increasing technology sophistication Increased longevity of Brazilian population Stressed supply chain (upstream and downstream) Main players, namely, Alliar, Dasa, Fleury	Differentiation Quality service and innovation Doing thing differently	MI unit Dedicate Personal according to strategic level Highly coordinated Data sharing and real time monitoring Four software running the whole business (ERP, CRM, Call Center, Software for executing exams)	Operational/tactical/strategical level Supporting the strategic planning and commercial units Supporting every step of the strategic formulation process (from defining strategic objectives to monitoring) Understanding the industry Monitoring competitors Spotting opportunities Supporting sale negotiations Monitoring strategy performance
Case B Top player commerce marketing company	Retargeting industry Fast changing and highly competitive Disruptive technologies Evolution of Customer behavior Main players, namely, Adobe, AdRoll, Alibaba, Amazon, Criteo, Facebook, Google, Oracle	Differentiation High performance Sophisticated machine learning technology Strong partnership with publisher Will of advertiser to work jointly	CI local unit Weak coordination and support by the headquarter Users of clients’ website main data asset	Local tactical level Support to the local Commercial unit Objectives defined globally and dictated with a top-down approach Support to tactical strategy definition, implementation and monitoring Routine analysis of user data to define margin projections Sporadic market analysis requested by the clients and/or marketing department
Case C Top player private bank	Private banking Stable environment Slow changing Protected top players dominating New entrants or small players not perceived as threats Main players, namely, Bradesco, Itaú and Santander	Individual and Business banking Differentiation Quality service High interest rate	Evolution of the commercial planning area Departmentalized according to the client segment Client data value asset No data sharing High level of overlap Duplication cost	Tactical/operational level Support to the commercial unit Support to tactical strategy implementation and monitoring Analysis of production follow-ups (balances, flows, new accounts) Analysis of financial results (agencies of the segment) Service improvement and customization Monitoring the loss of clients to the competitors
Case D Small disruptive private bank	Private banking Protected top players dominating Technologies are perceived as highly disruptive and able to modify the environment, threating the incumbents	Total digital Innovative solutions Low interest rate/setup fee Important segment of agribusiness	CRM unit Departmentalized according to the client segment Highly coordinated	Strategic/tactical level Support to various areas Client acquisition/retention Monitoring competitors in the segment Verifying financial regulation Campaign to launch new product

Case Studies	Industry information	Company strategy and positioning	Organization and structure of CI practices	Contribution of CI to strategy
Case ADiagnostic imagining center	Healthcare industry diagnostic imagingHigh complexityand dispersionIncreasing technology sophisticationIncreased longevity of Brazilian populationStressed supply chain (upstream and downstream)Main players, namely, Alliar, Dasa, Fleury	DifferentiationQuality service and innovationDoing thing differently	MI unitDedicate Personal according to strategic levelHighly coordinatedData sharing and real time monitoringFour software running the whole business (ERP, CRM, Call Center, Software for executing exams)	Operational/tactical/strategical levelSupporting the strategic planning and commercial unitsSupporting every step of the strategic formulation process (from defining strategic objectives to monitoring)Understanding the industryMonitoring competitorsSpotting opportunitiesSupporting sale negotiationsMonitoring strategy performance
Case BTop playercommerce marketing company	Retargeting industryFast changing and highly competitiveDisruptive technologiesEvolution ofCustomer behaviorMain players, namely, Adobe, AdRoll, Alibaba, Amazon, Criteo, Facebook, Google, Oracle	DifferentiationHigh performanceSophisticated machine learning technologyStrong partnership with publisherWill of advertiser to work jointly	CI local unitWeak coordination and support by the headquarterUsers of clients’ website main data asset	Local tactical levelSupport to the local Commercial unitObjectives defined globally and dictated with a top-down approachSupport to tactical strategy definition, implementation and monitoringRoutine analysis of user data to define margin projectionsSporadic market analysis requested by the clients and/or marketing department
Case CTop player private bank	Private bankingStable environmentSlow changingProtected top players dominatingNew entrants or small players not perceived as threatsMain players, namely, Bradesco, Itaú and Santander	Individual andBusiness bankingDifferentiationQuality serviceHigh interest rate	Evolution of the commercial planning areaDepartmentalizedaccording to the client segmentClient data value assetNo data sharingHigh level ofoverlapDuplication cost	Tactical/operational levelSupport to the commercial unitSupport to tactical strategy implementation and monitoringAnalysis of productionfollow-ups (balances, flows, new accounts)Analysis of financial results(agencies of the segment)Service improvement and customizationMonitoring the loss of clients to the competitors
Case DSmall disruptiveprivate bank	Private bankingProtected top players dominatingTechnologies are perceived as highly disruptive and able to modify the environment, threating the incumbents	Total digitalInnovative solutionsLow interest rate/setup feeImportant segment of agribusiness	CRM unitDepartmentalizedaccording to the client segmentHighly coordinated	Strategic/tactical levelSupport to various areasClient acquisition/retentionMonitoring competitorsin the segmentVerifying financial regulationCampaign to launch new product