This case study is foremost an educational tool. It involves two European and Asian multinational tires manufacturer for OTR, Off the Road, or “off road” and a problem of price competition. It shows how an initial intelligence effort is led astray. Instead the solution is a combination of approaches, better known as Competitive Intelligence. It is built on the external vision of the company craft, the use of all information sources characteristics of an intelligence field dedicated to the business world. It is not a new discipline but a trans-disciplinary approach for information exploitation which is using elements from financial analysis, SWOT (strengths, weaknesses, opportunities, threats) matrixes, and value chain analysis. In the above case, the company Eurotires used mostly the following sources: internet, scientific and patent databases; public administrative sources; customers interviews, industrial experts (manufacturing and distribution), and marketing analysis.

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