Competitive intelligence in an AI world: Practitioners’ thoughts on technological advances and the educational needs of their successors

Shelly Freyn; Fred Hoffman

doi:10.37380/jisib.v12i3.893

Authors

Dr. Shelly Freyn Alfred University https://orcid.org/0000-0003-4506-6807
Dr. Fred Hoffman Mercyhurst University https://orcid.org/0000-0003-0876-3013

DOI:

https://doi.org/10.37380/jisib.v12i3.893

Keywords:

artificial intelligence, Big Data Analytics, Competitive Intelligence System, pedagogy

Abstract

Information Age trends have caused the competitive intelligence (CI) industry to flourish while changing the way CI is conducted. Universities educating CI analysts are interested in knowing what knowledge and skills are necessary for future practitioners. In 2022, Harvard Business Review addressed this topic’s relevancy, noting increases in CI departments and growing demand for analysts to sift through unconfirmed information. This study addresses the question of what skill sets are needed for future CI analysts and how do instructors prepare them for an evolving and dynamic future in CI? Over 130 CI practitioners were surveyed about recommended skills and curriculum for the next generation. Results confirmed CI’s technology evolution (e.g., faster turnarounds, greater client expectations). While tech-savvy skills are essential, soft skills consistently ranked as top requirements. Findings are applicable to other disciplines that analyze data for business strategy.

Author Biographies

Dr. Shelly Freyn, Alfred University

Shelly Freyn is Assistant Professor of Marketing at Alfred University and a Competitive Intelligence Fellow. She has twenty years in industry experience and has taught marketing and competitive intelligence (CI) for over a decade. She is co-creator of one of the first undergraduate programs in CI. Shelly presents at national and international conferences on competitive intelligence and received the Strategic Competitive Intelligence Professionals Distinguished Member award in academia along with both the Academic Scholar award and Teaching Excellence award at Alfred University. Her research efforts apply CI to improving strategic decision making in both the boardroom and the classroom.
Dr. Fred Hoffman, Mercyhurst University

Fred Hoffman is an Assistant Professor of Intelligence Studies at Mercyhurst University, Erie, Pennsylvania. He previously served as an Associate Professor of Military Science at The Johns Hopkins University and as Research Director with Cipher Systems LLC, a competitive intelligence firm in Annapolis, Maryland. Fred holds a D.Sc. in Information Systems and Communications from Robert Morris University, an MS in Strategic Intelligence from National Intelligence University, and an MA in Asian Studies (Chinese) from the University of Michigan. He transitioned to academia after a 30-year military and government career as a human intelligence professional, military attaché, and information operations practitioner.

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