Applying ‘MUST’ Analysis and the Role of Government in CI

MUST (Macroeconomic Uncertainty Strategy) analysis can help identify the demand side of competitive intelligence. It is a key tool by which relevant economic variables can be identified for companies. It also provides sensitivity coefficients necessary to “translate” the company's different “environmental scenarios” into corporate cash flow and value. Government, it is argued, should support companies in the competitive intelligence process by focusing on the infrastructure necessary to create increased information transparency.