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Article: Situation Description Is an Important Part of Competitive Intelligence by Lu Yun

Abstract: A large number of existing publications on Competitive Intelligence focus on methodology level, and readers can learn very systematic and perfect theoretical models from them. However, for the fast developing emerging markets, the growing desire for competitive intelligence drives a large number of novices to enter this field and they need to start from the foundation level. Firstly they need to learn how to write a qualified intelligence by understanding some basic principles, which cannot be found from many industry publications. Based on this status, the author summarizes the basic elements of competitive intelligence by comparing different types of intelligence documents with examples, puts forward the six elements rule of competitive intelligence, i.e. FLOATS principle, and points out that the situational element is very important. Through literature review and practical examples, the author expounds the meaning of situation, points out that situation is the description of the whole competitive environment and the inherent characteristics of competitive intelligence. The author also compares declarative knowledge and process knowledge with situational knowledge, and discloses their differences. It shows that the situational knowledge reflects practical experience, which is very welcomed by all the practitioners. Therefore, situational description is one of the core elements of competitive intelligence, and it is worth the attention of novices.

Introduction It is undeniable that the success of a competitive intelligence depends on the accuracy of the data. Therefore, a large number of industry publications focus on methodology, as they tell readers various ways of obtaining and analyzing information to improve the accuracy. However, the author finds that there is an essential problem has been ignored by almost all the scholars and experts in their papers. The importance of situational factors should be valued and systematized in competitive intelligence theory. This paper gives description of the reasons behind, and puts forward the correction methods. It puts more attention on literature review. The author will continue to give more practical cases in the next paper to systematize this topic.skilled professionals have already gained experience from a large number of practical activities so they have a deep understanding of competitive intelligence, however, novices or newcomers need a lot of time even failure to get the truth. Therefore, one of the suggestions that make sense is to summarize the common experience formed in the long-term practice and pass on to the novices, so that the latter can quickly and efficiently learn the basic knowledge of competitive intelligence and put into practice. By reading a large number of related books, the author finds that there are a lot of books introducing intelligence terms and cases, which usually start with the definition of competitive intelligence, and then introduce the methodology and cases such as the practice stories of Motorola and Japan Chamber of Commerce. As a whole, its writing logic is from know-what to know-how. After the introduction of the definition, there come various methods, skills and cases, etc. Obviously, the writers focus on intelligence itself, especially the methodology. So the literature on know-how is piled up, which can help novices build up enough confidence to find the answer to the MinosMaze.

What is Missing in the Publications Although many literatures have introduced the definition and a variety of methodologies of competitive intelligence, one problem is that the literature does not tell novices how to start from the basic research level. Obviously those know-how skills are high-level knowledge and difficult for novices to digest immediately. Even if you know what your future goal is, you have to start from the foundation. The first lesson for the novices is to learn how to write a qualified piece of competitive intelligence. If he tries to get help from the literature, the result will be frustrating because he can't find the ready-made reference answers. There are two reasons for this. One is that from the view of intelligence experts and authors, teaching how to do copywriting is something that primary school teachers shall do. The other is that competitive intelligence itself is highly customized rather than standardized, and there will be great differences in the presentation of information produced by different business organizations. For example, in terms of length, competitive intelligence copywriting can be as long as an article with many pages, or as short as just one sentence. Therefore it is not feasible to try to answer open-ended questions with standardized answers. Nevertheless, competitive intelligence still has some common elements that worth to sort out and summarize. These elements can help novices grasp the work essentials quickly and avoid detours. Moreover, from a more far-reaching perspective, the development of market economy in China, Brazil, India, Vietnam and other emerging markets will promote competitive intelligence form a one-stop industrial chain covering intelligence production, learning and researching, so as to better serve local economic development and improve competitiveness of different organizations [3, 4].

Therefore, the relevant theories need to be improved, which is also the intention of the author to write this paper.

3. Why Situation Description is Important 3.1. Commonalities of Competitive Intelligence The commonalities of competitive intelligence can be explored from its definition. There is a general consensus on Competitive Intelligence in the industry that competitive intelligence is an analysis process, a continuous monitoring of competitors, customers, suppliers and other industry forces, with the purpose of maintaining and improving its own competitive advantages [5, 6]. The information helps the firm to justify its strategic decisions, the analysis of the early warning topics and the elements of the competitors' environment and the actors influencing the organization or its value system, and their categorization [7]. To accurately reflect the above content, the simplest and most basic method is to write an intelligence document in the tone of statement, which should contain at least five elements, i.e. Figure, Location, Object, Action and Time. For the convenience of memory, the author summarized these five elements as FLOAT Principle for short. For example, "TAOBAO clinched a deal of over 200 billion yuan in the double 11 activity in 2018"[8], "The global iPhone output in 2018 is 6% lower than expected"[9], "China's pure electric vehicle manufacturer WEILAI NIO has achieved product delivery only three and a half years after its establishment"[10]. These are typical competitive intelligence articles, which is easy to find the FLOAT Principle after careful reading. Therefore, the basic information of almost all competitive intelligence shall cover the above five elements. In order to facilitate understanding, it can be compared with the six narrative points taught in Chinese primary school, i.e. character, time, place, cause, process and result. The first three points are almost the same as FLOAT, while the last three points focus on plot description so as to write a complete story. It is not difficult to write simple competitive intelligence by applying the above common elements, but the process from writing to outstanding is just like quantitative to qualitative change. Many novices may not be able to quickly grasp the essence in many theoretical books. The first reason is the lack of practice. Only the combination between theory and practice can produce true knowledge. The second reason is that most of the books miss the finishing touch. This paper will try to uncover the mystery.

3.2. FLOATS Principle Lets continue to compare the FLOAT principle with the six narrative points. It can be seen that the first three points in the six narrative points are in line with FLOAT literally. However, the author also finds that competitive intelligence can strongly attract readers and decision makers interest when it has a plot. If there is any vivid and accurate word to describe the plot, that must be "situation"! Furthermore, if the FLOAT principle can build up the frame of competitive intelligence, "situation" would be the spirit part. Therefore, competitive intelligence with situational description should be an essential requirement for professionals! To sum up, a high-quality competitive intelligence should contain six elements with Situation factor, i.e. FLOATS Principle.

5. Conclusion The competitive intelligence experts and scholars have published a large number of theoretical knowledge in methodology level, but novices need to learn from the most basic level. They need to understand the basic elements of competitive intelligence first, especially the situational element. The author thinks that situation is the description of environment and the inherent characteristic of competitive intelligence. It is different from those declarative knowledge and process knowledge. It is the embodiment of practice and experience. Therefore, situation is an important factor of competitive intelligence and should be paid more attention to than ever.

Kindly review the full article by Lu Yun Tittle: Situation Description Is an Important Part of Competitive Intelligence before answering the question.

Question:

Based on this article how is it linked to Competitive Intelligence chapters? Please provide points based on the article.

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