The Contribution of Human Capital to Analyzing Information in the Competitive Environment as Part of the Competitive Intelligence Process

Like any added-value activity, the human capital plays an essential role in the information analysis from the competitive environment as part of the Competitive Intelligence process. Even if the analysis is carried out with the help of computer and technological means, the major impact on the results of this analysis is the human reason. If the results of the automated analysis show the presence of a pattern and lead to a series of conclusions, the analyst’s reasoning, influenced both by previous experiences and the study of the existing factors in the given case, may indicate a completely different set of results. In this activity, qualitative research comes first; technological means will not be able to completely replace human capital. It is true that this increase in the level of technology involvement in the present society is exponential, but we are still far from translating into a computer a specific human, logical, rational thinking based on previous experience. Therefore, the level of employee engagement and training will significantly affect the performance of the firms doing this type of activity. In comparison to other important sectors, such as industry, constructions and even certain services (where technological means have a much more important place, the man being charged only with supervision and ensuring smooth running of the automated process) in the activity involving information analysis in the competitive environment roles are reversed, technology being just a means by which man can carry out this tasks.