SLA WCC Issue Three, 1997

Competitive Intelligence:
A New Buzzword

By Carol Williams, Librarian, British Columbia Securities Commission

SCIP, the Society of Competitive Intelligence Professionals, recently (April 16, 1997) launched in Vancouver its newest international (and third Canadian) Chapter. With 80 people paying $20.00 each to attend this breakfast meeting; with press coverage in local papers prior to the meeting; with CBC filming the hour long event; and with Canadian Business devoting an hour for a phone interview with the speaker; we can truly say SCIP Vancouver got off to a roaring start.

The speaker, Jonathon Calof delivered a fast-paced energetic overview of competitive intelligence (CI). At times reminscent of a revival meeting, the presentation emphasised the need for CI within organizations and the importance of SCIP as a networking and learning tool. Calof, a Professor of Management and International Business with the University of Ottawa's Faculty of Administration, teaches CI techniques in seminars across the country. Although only a member of SCIP for one year, he has certainly become one of association's strongest advocates. His research focuses on how firms adapt to foreign markets and what factors lead to success in international business.

Who and What is SCIP?

As an organization, the Society of Competitive Intelligence Professionals is relatively new. Founded in 1986, it describes itself as a global, private, non-profit organization which serves professionals engaged in the ethical gathering analysis, management and dissemination of information on competitive and business strategies. SCIP members, "in the new Information Age", will provide their companies with access to the latest information on developments affecting their industries, thus giving their organizations the competitive edge needed to succeed in today's global environment. To enhance this global focus, the society opened a European administrative branch office in May 1995. It is also affiliated with SCIP Europe and SCIP Italia.

What is particularly amazing is SCIP's phenomenal membership growth in such a short period. Today they boast almost 5,000 members with more joining each month. To demonstrate the range of occupations interested in the association, The SCIP website has a "Hot Links" button leading to an Association Resource Link which includes, besides the Special Libraries Association, organizations such as American Management Association, American Society for Industrial Security, International Society for Strategic Marketing, and Chemical Management and Resources Association. It's definitely not just librarians. The cost of $125.00 US to join SCIP, includes the usual professional association benefits -- networking; membership directory; chapter programs; educational seminars; annual conference; and publications. SCIP produces quarterly the Competitive Intelligence Review (CIR)

What About Librarians?

The trend to extend the boundaries of the definition of "information professional" beyond the traditional librarian is evident in the existence, and apparent successs, of SCIP. In response to "Who Are We?", SCIP describes members as those responsible for "the process of collecting, analyzing and disseminating information about industry developments or market trends". Sound familiar? Is this not the role of the special librarian? The magic phrase "to enhance a company's competitiveness" that SCIP appends to this definition, has captured the imagination and interest of the corporate world, as well as the media. Librarians are tuned into this new buzzword. The first issue of SLA's Information Outlook included an article entitled "Hide and Seek: Searching for Advanced Company Information" which focussed on competitive intelligence. One of the Division CE Courses being offered at the SLA Annual Conference this year in "Competitive Intelligence: Understanding and Analyzing your Competiton."

Despite these examples, librarians can no longer claim exclusive ownership of the role of information provider and online searcher. However, we can ensure that within our organizations, when someone uses the term "competitive professional," the librarian immediately comes to mind . We can ensure that as well as collecting and disseminating information, we provide "added value" by analyzing and packaging that information as appropriate for the situation. We can also take advantage of the variety of other professionals companies use for "competitive intelligence" (job titles may include market researcher, business analyst, intelligence coordinator) and coordinate shared events and information exchanges.

"The times, they are a-changin'." But are things really that much different? Librarians, rather than being threatened by what may appear an invasion of out traditional territory, should feel empowered by this growing awareness of the importance of information.