MKT 675 Milestone Three..docx MKT 675 MKT 675 Milestone 3 Southern New Hampshire Univer

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 of recommendations need to be adhered to. Nestlé needs to utilize œglobal [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 œto 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,