Reflection on environmental scanning & strategy formulation
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Environmental scanning refers to searching the Environment for signals of change in Strategic Planning. It is broad exploration issues, needs, and program contexts through a variety of methods to determine potential program direction and organizational roles. It is the collection and evaluation of data and information from the marketing environment that can influence the organization's marketing strategies. It also refers to the process of collecting information to carry out a systematic analysis of the forces effecting the organization and identifying potential threats and opportunities with view to generating future strategies.
Scanning or browsing behavior is influenced by external factors such as environmental turbulence and resource dependency, organizational factors such as the nature of the business and the strategy pursued information factors such as the availability and quality of information, and personal factors such as the scanner's knowledge or cognitive style. Thus, many research studies on scanning investigate the effect of situational dimensions, organizational strategies, information needs, and personal traits on scanning behavior. Situational dimensions are often examined by ...
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