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.
Highlights
It is undeniable that the success of a competitive intelligence depends on the accuracy of the data
The author thinks that situation is one of the important elements in the field of competitive intelligence, because it integrates the elements of space, time, even expression and mood
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
Summary
It is undeniable that the success of a competitive intelligence depends on the accuracy of the data. A large number of industry publications focus on methodology, as they tell readers various ways of obtaining and analyzing information to improve the accuracy. 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 paper to systematize this topic
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