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VI. Read the extract (time limite 3 min).

The information revolution is transforming warfare, contend the authors. No longer will massive, dug-in armies fight bloody attritional battles. Instead small, highly mobile forces, armed with real-time information from satellites and battlefield sensors, will strike with lightening speed in unexpected places. The winner: the side that can exploit information to disperse the fog of war yet enshroud an enemy in it.

Suppose war looked like this: Small numbers of light, highly mobile forces defeat and compel the surrender of large masses of heavily armed, dug-in enemy forces, with little loss of life on either side. Mobile forces can do this because they are well prepared, make room for maneuver, concentrate their firepower rapidly in unexpected places, and have superior command, control and information systems that are decentralized to allow tactical initiatives, yet provide central commanders with unparalleled intelligence and "top sight" for strategic purposes.

John J. Arquilla and David F. Ronfeldt

V. Translate the following words and word-combinations into Russian:

battlefied seniors, strike with lightening speed, disperse the fog of war, compel, little loss of life, unexpected places, superior command, unparalleled intelligence, “top sight”, to be decentralized, yet enshroud an enemy, control and information systems.

VI. Find English equivalents for the following words and word-combinations:

силы быстрого развертывания, кровопролитные изнурительные бои, видоизменить военные действия, использовать информацию, окопавшиеся армии, допускать (признавать) тактическую инициативу, сосредоточить огневую мощь, превосходная разведка, оставить место для маневра, своевременная информация.

VII. Translate the extract and present your translation in written form.

Unit 2 Business Intelligence

Text I.

Information War.

The need for Business Intelligence

I. Scan the text. Present the main idea of the text in 5 sentences.

During the Cold War information acquisition became increasingly important to the different countries involved. As there was no real war, the battles were fought on the information level. Perhaps there were spies, but more importantly there were informers and there was manipulation of information.

One of the important questions that can be asked today, is whether there is an information war being fought on the level of business information, and with a major weapon being the Internet. The answer is simple: to some it is war, to others it is business, and the boundary between the two is closely tied with the ethic level of companies involved.

The world changes with the adoption of new media. Some say it becomes more democratic, but to many it just seems more cruel. Watching the news has become a sad experience of violence, war and murder. Too much information trouble us.

Businesses have a more objective but often just as negative view on the amount of information available. What is difficult is to find relevant and useful information. In a global industry my main competitor may be located at the other end of the world, and it is essential for me to know every move he makes. The tool used for this purpose is business intelligence.

Components of Business Intelligence

Business intelligence is often divided into 4 categories as shown below.

• Technological Change

• Competitors

• Marketing

• SOCIETAL TRENDS

Business intelligence is an activity that becomes valuable in continuity - only by continuously monitoring competitor moves can the underlying strategy be understood, and only in the context of other technological trends can the impact of a new patent be fully understood.

By following societal trends, new unsatisfied needs may be identified or created, and undesirable positioning may be avoided. Societal trends can be spotted as faint indicators, and projected into various scenarios.

Marketing actions have a short time horizon, and opportunities must be taken promptly and reactions to new market information should be quick.

How to find all this information?

Recently a new tool for business intelligence has emerged: THE INTERNET. Advantages are the speed, ease and the low cost of information acquisition. There are disadvantages as well - these are often related to the reliability of information since anyone can publish anything he likes.

Technological trends can be followed on special Alert-type Web sites, and patents can be accessed directly on-line.

Competitors' Web sites can be monitored continuously and changes reacted upon. Rumours about your own company and competitors may be detected as well. Performing a continuous skimming of Newsgroup information may even allow you to have a pretty good idea of major societal trends that will affect your business in the future.

The Internet has proved a major source of information, and with the right advice, businesses can create highly focused Internet intelligence systems with a very high performance arid at a reasonable cost.

Anders Hjorth