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Information Literacy for Scanning the External Business Environment

Xue Zhang, Shaheen Majid and Schubert Foo

Information Literacy at Workplace

One of the objectives of IL instruction is to prepare independent and lifelong learners

However, a majority of the IL studies have been conducted in academic settings.

Recently several studies have highlighted the importance of IL skills for business organizations (Karim & Hussein, 2008; Zhang, Majid & Foo , 2012).

Some previous studies also reported a lack of desired IL skills among employees (Bruce, 1999;

O'Sullivan, 2002; Cheuk, 2002).

Only a few studies have investigated the impact of IL skills on different business operations such as Environment Scanning (ES), strategic planning, Evidence-Based Practice (EBP), etc.

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What is Environment Scanning?

It is a process of identifying, collecting, processing, analyzing and interpreting information about an organization’s external business environments, to be used for tactical and strategic decision-making.

Creates awareness about emerging business trends, new business opportunities and potential threats.

Continuous and systematic environment scanning enables an organization to avoid surprises and gain competitive edge over its competitors.

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ES is an ‘information intense’ process and needs good information skills

ES – An Information Intense Process

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Information Needs

Identification

Information

Collection

Information Organization & Storage

Info Processing

& Synthesizing

Information

Distribution

Info Evaluation

& Use

Zhang, Majid & Foo (2010) - Adapted from Choo’s (2002) Information Management Model

Mapping of ES Process and IL Skills

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Scanning needs identification - To define & articulate info. needs

Acquisition of environmental information

- To identify potential info. sources

- To consider cost/benefit of info. - To select the most appropriate

access method - To develop /refine search strategy - To retrieve & extract information

Information organization and storage

- To properly organize and store

the retrieved information for current and future use

Environment Scanning Desired IL Skills

Mapping of ES Process and IL Skills

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Information synthesis and analysis

- To filter, interpret, analyse, and summarize information from multiple sources

Information distribution and sharing

- To distribute information to the right person at the right time and in an appropriate format

Information evaluation and use

- To evaluate the quality of info. - To use information for decision

making

Environment Scanning Desired IL Skills

The Study Setting Travel Agencies in Singapore

Very competitive and dynamic industry, directly influenced by several environmental factors such as economic crises, epidemics, and natural disasters.

Travel agencies need to quickly adjust according to the rapidly changing business environment.

The tourism industry is an important and major contributor to Singapore economy.

Only a few studies have investigated the environmental scanning practices of travel agencies.

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Research Objective

To study the role of Information Literacy in environmental scanning process through a combination of quantitative and qualitative methods.

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Phase one - Questionnaire Survey

Sample - All 319 NATAS* member travel agencies

42 companies participated in the study (13.2% response rate)

Phase two – Face-to-Face Interviews

13 individuals from 5 companies were interviewed

Companies were selected based on their size and business focus (in-bound, out-bound, transportation)

Interviewees were from different functional units

and hierarchical levels

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Research Method

* NATAS = National Association of Travel Agents Singapore

Human sources 3.70 (colleagues, external contacts)

Traditional Sources 3.00 (Newspapers, TV, magazines)

Online Info. Sources 2.77

(websites, travel blogs, databases)

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Survey Findings

Use Frequency of Information Sources

Low use of online information sources was probably due to limited IL/searching skills

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Survey Findings

Conduct of various ES activities

ES Activity CEO/

Director

Assigned

person(s) Everyone

Identify the need to collect information 32.5% 53.5% 14.0%

Collect information 11.4% 63.6% 22.0%

Filter, interpret and merge information 30.2% 62.8% 7.0%

Organise and store information 12.8% 79.5% 7.7%

Distribute information to needed people 20.0% 71.1% 8.9%

Use the information for decision-making 58.3% 37.5% 4.2%

A majority of the employees were involved in ES activities

Lack of time 56.5%

Shortage of manpower 64.1%

Lack of information skills 40.7%

Limited access to info sources 33.3%

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Survey Findings

Barriers to Environment Scanning

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Hypotheses Testing

H1: The frequency of each scanning step is positively correlated with the quality of

information available for decision-making.

H2: The overall level of information literacy of employees responsible of scanning

activities is positively correlated with the quality of information made

available for decision-making.

Frequency of Environmental

Scanning

Level of Information

Literacy Skills

Quality of Information

for Use

H1

H2

Inability to identify appropriate information sources

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IL-Related Problems in ES - Interviews

Overreliance on human information sources

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IL-Related Problems in ES - Interviews

No/limited storage of strategic information

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IL-Related Problems in ES - Interviews

Improper storage of information

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IL-Related Problems in ES - Interviews

IL training programs need to realize that applications and benefits of IL skills are not confined to academic settings.

Many organizational activities need up-to-date, accurate, and high quality information for tactical and strategic decision-making.

Employees of all organizations need to possess an adequate level of information skills.

There is a need to create awareness as well as develop special IL training programs for working individuals.

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Conclusion

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Information Literacy for Scanning the External Business Environment

Xue Zhang, Shaheen Majid and Schubert Foo