Glueck Suggests three major search techniques for environmental scanning.
Glueck’s Scanning Techniques
Glueck Suggests three major search techniques for
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
magazines like Business Today, Business India, Advertising and Marketing,
Harvard Business Review, etc;
b. Newspapers like Economic Times, Financial Express,
Business Line, etc;
of Trade Directories, Reports, Guides;
reports and profiles of companies; etc.
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
“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.
the popular techniques of forecasting include
Tags : Strategic Management - Environmental Analysis and Diagnosis
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