Reasons for Competitive Intelligence Topics in Curriculum of Information and Library Schools
Richard PAPÍK
Institute of Information Studies and Librarianship, Faculty of Arts, Charles University, Prague, Czech Republic
15th BOBCATSSS symposium, January 29th -31st, 2007
Keywords: competitive intelligence, LIS education, information science, information and library science, library and information science, curricula, competitive intelligence professional, information professional, intelligence cycle, information analysis, knowledge management, SCIP, Society of Competitive Intelligence Professionals
Abstract. The competitive intelligence topic is not only a popular and contemporary term; similarly as knowledge management, but also an important future concept of information positions development in labour markets. Competitive intelligence is also an analytical process of information on competition and markets via open sources; including by electronic sources and databases, vendors, and digital libraries. We can Also interpret that „intelligence is knowledge in action“. Information professionals have good and right information for forming of competitive intelligence professional status, which is so near positions of chief information officer or chief knowledge officer (CIO and CKO). To introduce LIS students with a content of CI is demanded, and why not to use new dimensions of information profession.
Curriculum Vitae. Richard Papík is the director of the Institute of Information Studies and Librarianship (from 2002), Faculty of Arts, Charles University in Prague. Former professional experiences: an information specialist, R&D specialist, online retrieval specialist, Head of the department of external databases, information manager, external lecturer of MBA programs and senior lecturer of LIS programs. From 1994 till today at the Charles University. His specializations are online retrieval methods and services, R&D information support and CI topics. He also taught as a visiting lecturer the semestral course Competitive Intelligence via Online Databases at the University of North Carolina, School of Information and Library Science (Fall 1998). A member of the Society of Competitive Intelligence (SCIP).
Definitions and Contents of Competitive Intelligence
Motto:
It is pardonable to be defeated, but never to be surprised.
-Frederick the Great, 1712-1786
Competitor Intelligence, although similar, is not exactly the same as competitive intelligence (CI). Highly specific and timely information about a corporation [FULD, 1985] can be a very short and strict formulation. Another term that is used is business intelligence. It is closely related, but older than CI business competitive intelligence. The most frequently used term is competitive intelligence. Business intelligence is the activity of monitoring the external environment relevant to the decision–making process of a company [GILAD, 1988]. Today, with the development of advanced business information systems, the meaning of the term business intelligence (BI) is a little different. It is more related to aspects of effectively working with company data and information, and its potential transformation into knowledge. We can also write: correct and timely information. Therefore, BI activities and knowledge management processes have similarities. But the terms CI, BI, MI (market intelligence), and knowledge management have unequal conceptions.
It is very convenient to areas of information and library science that competitive intelligence uses public sources to locate and develop information on competition and competitors [McGONAGLE, 1990].
Competitive Intelligence, commonly called CI, can be defined in three steps [DAVIS, 2006]:
• Company, industry, and competitor research
• Careful analysis of the findings of that research
• The distribution of that critical information by an information professional or professionals in a business setting
Intelligence is information that has been analyzed for decision making. It is important to understand the difference between information and intelligence. Information is the starting point; it is readily available numbers, statistics, data about people, companies, products, tactics and strategies. As a matter of fact, information overload is one of the leading problems of today's executive and the top reason for needing a competitive intelligence expert. Information becomes intelligence when is it distilled and analyzed. Combining this idea with those of competition or competitors leads to the concept of gathering and analyzing information about competitors for use in making management decisions. Competitive intelligence provides a link between information and business strategies and decisions. It is the process of turning vast quantities of information into action. [Encyclopedia of management].
The definition of CI according to the Society of Competitive Intelligence Professionals (SCIP, http://www.scip.org): “Competitive intelligence is a systematic and ethical program for gathering, analyzing, and managing information about the external business environment that can affect a company´s plans, decisions, and operations. Although narrower in scope, it is commonly employed as a synonym for business intelligence [PRIOR, 2004].”
Important Note: competitive intelligence is not espionage. The SCIP Code of Ethics for CI Professionals says:
• To continually strive to increase the recognition and respect of the profession.
• To comply with all applicable laws, domestic and international.
• To accurately disclose all relevant information, including one's identity and organization, prior to all interviews.
• To avoid conflicts of interest in fulfilling one's duties.
• To provide honest and realistic recommendations and conclusions in the execution of one's duties.
• To promote this code of ethics within one's company, with third-party contractors and within the entire profession.
• To faithfully adhere to and abide by one's company policies, objectives, and guidelines.
Competitive Intelligence in LIS Curricula
Can we see a relationship with library and information education? Why is it important to be interested in CI areas? More answers:
• Data, information, and knowledge are a base for CI processes
• Competitive intelligence is focused on by information and library professional organisations (e.g., AIIP - Association of Independent Information Professionalss - http://www.aiip.org, SLA - Special Libraries Association - http://www.sla.org)
• The content of the profession is similar- the Competitive Intelligence Profession is close to professions like Chief Information Officer (CIO), Chief Knowledge Officer (CKO), Research and Information Specialist, Research Analyst, but also Business Librarian, etc.
• If information processes are close to competitive intelligence, we can see similarities, it is very important to offer educated professionals from the information and library fields.
• Information and library specialists in CI processes are partners of decision-making professions such as businessmen, managers, and top-managers.
• The intelligence cycle has many similarities with the information cycle (see the fig. 1 below)
Fig. 1 The Intelligence Cycle [KAHANER, 1998, p. 44]
Conclusion
We have many reasons why library and information schools, and business schools, oriented toward information and knowledge management, include CI in the curriculum of their schools. Not everytime, but often, library and information schools can see better “catchword” in new terminology, directions and contents of the information profession. The world and life are certainly not only business oriented, but library and information schools work in competitive environments (business of education) and to be “business oriented” it is often a necessity. Of course the attention of sponsors to modern information and library education is very important for library and information institutions. The Information industry, including competitive intelligence, is by itself a very competitive environment. To import CI topics into the information and library professions and their educations is not a superfluous and inorganic process, but a characteristic of diversity of the professions; including information and library school system. We can conclude by saying that competitive intelligence is a way of thinking [ROTSCHILD, 1984].
References
DAVIS, G. 2006. Competitive intelligence and librarianship. Suite101.com [online]. [cit. 2006-12-13]. URL: <http://www.suite101.com/article.cfm/9460/61236>.
Encyclopedia of management [online]. c2006 [cit. 2006-12-01] . URL: http://www.referenceforbusiness.com/management/index.html>.
FULD, L.1985. Competitor intelligence : how to get it, how to use it. New York : Wiley, 1985. xiii, 479 p.
GILAD, B. 1988. The business intelligence system : a new tool for competitive advantage. New York : American Management Association, 1988. xi, 242 p.
KAHANER, L. 1998. Competitive intelligence : how to gather, analyze, and use information to move your business to the top. New York : Touchstone, 1998. 300 p.
McGONAGLE. J. J. 1990. Outsmarting the competition : practical approaches to finding and using competitive information. Naperville : Sourcebooks. 1990. xii, 388 p.
PRIOR, V. 2004. The language of business intelligence [online]. Updated as of 18 November 2004 [cit. 2006-12-01]. 49 p. URL: <http://www.scip.org/ci/languagebi.pdf>.
ROTSCHILD, W. E.1984. How to gain (and maintain) the competitive advantage in business. New York : McGraw-Hill, 1984. ix, 227 p.