This paper shows different internal factors which are influencing the environmental scanning process. Out of a critical analysis of the classical theory (Aguilar, 1967) the author presents a holistic approach of understanding the environmental scanning process. Therefore the paper considers the areas of management, technique and methods, structure and culture regarding their influences on the way a company perceives on external environment changes as well as they respond on it. Finally the “symbiotic” relationship between external and internal forces as well as the influence of other functions among the marketing department is presented.
Keywords: marketing, environmental scanning, organisation culture, internal environment,
Table of Contents
- Introduction
- Internal Factors Influencing the Environmental Practice
- Managerial Factors
Objectives and Key Themes
This paper examines the internal factors that influence a company’s environmental scanning process, particularly focusing on how an organization perceives and reacts to its external environment. It provides a holistic perspective on the subject, moving beyond the traditional model.
- The limitations of the classical theory of environmental scanning.
- The role of internal factors like management, technique, structure, and culture in shaping environmental perception and response.
- The influence of the internal environment on company strategy and performance.
- The importance of communication and its role in environmental scanning.
- The interplay between internal and external forces in shaping a company's response to its environment.
Chapter Summaries
- Introduction: This section introduces the concept of environmental scanning, its importance in marketing, and the limitations of the classical model. The author highlights the need for a more holistic approach that considers internal factors.
- Internal factors influencing the environmental practice: This chapter explores the various internal factors that affect environmental scanning, focusing on managerial factors. It highlights the role of managers' perceptions, expertise, leadership styles, and personal preferences in shaping how companies perceive and respond to their environment.
Keywords
This paper focuses on the key concepts of marketing, environmental scanning, organization culture, and the internal environment. It investigates the impact of internal factors on a company's perception and response to external environmental changes, emphasizing the need for a holistic approach to environmental scanning.
Frequently Asked Questions
What is environmental scanning in marketing?
Environmental scanning is the process through which a company perceives and responds to changes in its external environment to adapt its strategy and maintain competitiveness.
Which internal factors influence the scanning process?
The paper identifies managerial factors, organizational culture, internal structure, and the techniques or methods used as key internal forces that shape environmental perception.
What are the limitations of Aguilar’s classical theory (1967)?
The author criticizes classical theory for being limited and proposes a more holistic approach that considers the symbiotic relationship between internal and external forces.
How does organizational culture affect environmental perception?
The culture of an organization determines how information is filtered, communicated, and prioritized, which directly impacts how external threats or opportunities are interpreted.
What is the role of communication in environmental scanning?
Effective communication between the marketing department and other functions is vital for a unified response to external changes and for sharing insights gained from scanning.
- Quote paper
- Lena Fitzen (Author), 2006, Marketing Environment , Munich, GRIN Verlag, https://www.grin.com/document/131233
