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For a company to gain or maintain a sustainable competitive advantage, it must be ever vigilant, watching for changes in the business environment. It must also be agile enough to alter its strategies and plans when the need arises.

1 Methods

There are three ways of scanning the business environment:

Most commentators feel that in today's turbulent business environment the best scanning method is continuous scanning. This allows the firm to act quickly, take advantage of opportunities before competitors do, and respond to environmental threats before significant damage is done.

2 The Learning Organization

Once information is obtained, it must be disseminated throughout the company, to all departments, and at all levels. There is resistance to this outlook because many employees feel that knowledge is power and sharing knowledge will reduce ones worth to the company. Further, all people in the company should share in the task of scanning. When all employees scan some part of the environment, and all information, so obtained, gets disseminated through out the organization, the company is said to be a learning organization. a

3 The Macroenvironment

Environmental scanning usually refers just to the macroenvironment, but it can also include industry and competitor analysis, consumer analysis, product innovations, and the company's internal environment. Macroenvironmental scanning involves analysing:

Scanning these macroenvironmental variables for threats and opportunities requires that each issue be rated on two dimensions. It must be rated on its potential impact on the company, and rated on its likeliness of occurrence. Multiplying the potential impact parameter by the likeliness of occurrence parameter gives us a good indication of its importance to the firm.



Politics Business Finance
Environmental Scanning *** Laws Company Marketing

Topics: Environmental Scanning *** Laws Company Marketing List New...

Environmental agreementThere are numerous international environmental agreements made to protect the environment in different ways. Many of these are legally binding. One of the most well-known proposed agreements, the Kyoto protocol, is not legally binding as of 2001, becauseEnvironmental lawEnvironmental law is a body of law which addresses the system of complex and interlocking rules which seeks to protect from destruction or development certain species or favored natural areas thought to be endangered by human encroachment. In the United SEnvironmentalismEnvironmentalism is activism aimed at improving the environment, particularly nature. This activism is usually based on the ideology of an environmental movement, and often takes the form of public education programs, advocacy, legislation and treaties.
Environmental skepticismEnvironmental skepticism runs counter to the often alarming claims of environmentalists that people are irreversibly damaging the environment. Some environmental skeptics believe that human damage to the environment is either minimal or less important inEnvironmental movementEnvironmental movement is a term often used for any social or political movement directed towards the preservation, restoration, or enhancement of the natural environment. Here are some of the most prominent and well-defined examples: The North American CEnvironmental economicsEnvironmental economics is a subfield of economics concerned with environmental issues (other usages of the term are not uncommon). In using standard methods of economics, it is distinguished from green economics which subsumes the nonstandard approaches
Environmental financeEnvironmental engineeringEnvironmental Protection Agency
Environmental scienceEnvironmental geographyEnvironmental determinism
Environmental geologyEnvironmentally Sensitive AreaEnvironmental ethics


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