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Scanning
What is environmental scanning?
Environmental scanning is the process of continually
acquiring information on events occurring outside the
organization to identify and interpret potential trends
Dedication of time by
Predictable researchers
allows
Allows for quicker frequency incorporation of
allows for data from more
Pros turn-around of sources
scan results appropriate
Provides
Lower commitment budget planners with
planning more
of resources comprehensive
over time Frequency information
provides timely Informs planners of
critical changes
information sooner
gathering for Plans can be adjusted
planning or adopted more
proactively
Planning is
proactive…
Ad Hoc Periodic Continuous
Data can be more Reaction to Requires ongoing
superficial unforeseen institutional
Results may changes in commitment of
address
environment resources (funding,
immediate
Cons issues, but are (e.g., onset of personnel, and time)
less generalizable recession) may
require Ad Hoc
If only conducted scan to
in response to
crises, indicates supplement
lack of organized
institutional information.
planning efforts
Planning
Planning response
is reactive response is
then more
reactive
Environmental
scanning
External Internal
analysis analysis
Macro Micro
environment environment
Market
Analysis
Community Competitor
Analysis Analysis
Supplier
Analysis
Selection of
Interest Group Strategic Factors Governmental
Analysis • Opportunities Analysis
• Threats
SAP
SWOT
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