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Strategic Management - Environmental Analysis and Diagnosis

Glueck’s Scanning Techniques - Environmental Scanning Techniques

   Posted On :  26.06.2018 12:48 am

Glueck Suggests three major search techniques for environmental scanning.

Glueck’s Scanning Techniques
 
Glueck Suggests three major search techniques for environmental scanning.
 
1. Information gathering
 
2. Spying
 
3. Forecasting.
 

(A) Information Gathering

 
By gathering information, strategic manager can know about the business environment. The soures of information may be either written or verbal.
 
The written sources of information may be published in various publications
 
a. Business magazines like Business Today, Business India, Advertising and Marketing, Harvard Business Review, etc;
 
b. Newspapers like Economic Times, Financial Express, Business Line, etc;
 
c. Publications of Trade Directories, Reports, Guides;
 
d. Annual reports and profiles of companies; etc.

(B) Spying

 
Spying is one of the methods of collecting and analyzing the information required for business scanning. For this, specialized individuals can be employed to get trade secrets or clues about strengths of supplier, customer or competitor. These clues are further processed for scanning business environment. Here business has to ensure avoiding breach of law.

(C) Forecasting

 
“Good anticipation is the result of good strategic exploration.” Joel Arthur Barker, author of the book Paradigms: The Business of discovering the future, rightly remarks. Like Peter Drucker, he also agrees that future managers will be more anticipators and proactive than problem solver or reactors.
 
Forecasting is the techniques of estimating those events that may occur in the future. Though future is uncertain and unexpected, yet it can be predicted to a certain extent by correlating the various parameters through their analysis and combining intuitions with that analysis.
 
Some of the popular techniques of forecasting include
 
1. Time series analysis
 
2. Casual modeling and
 
3. Delphi Technique 
Tags : Strategic Management - Environmental Analysis and Diagnosis
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