In the Case Data in the NVBA; oustomers, compettors and suppliers are examples ofsources.a….

➤ When should information from competitors be labeled external intelligence rather than external data?
Label it external intelligence after you validate, contextualize, and synthesize competitor facts into actionable conclusions. For example, after tracking price changes, channel moves, and product launches and deriving a probable strategy, the interpreted, validated conclusion is intelligence, not just raw data.