ADMS 4900 Lecture Notes - Lecture 2: Competitive Intelligence, Scenario Analysis, Strategic Management

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Chapter 2: analyzing the external environment of the firm: to be successful, managers must recognize both opportunities and threats in their firm"s external environment. An industry is commonly viewed from the supplier"s perspective and is defined as a collection of similar producers and firms that employ fairly similar production processes: an industry can also be viewed from the market"s perspective. An industry consists of those producers whose products can satisfy similar consumer needs: time is another factor in defining the boundaries of an industry. Scanning, monitoring, competitive intelligence, forecasting, and scenario analysis: environmental scanning: involves surveillance of a firm"s external environment to predict future environmental changes and detect changes already under way. Monitoring enables firms to evaluate how dramatically environmental trends are changing the competitive landscape: competitive intelligence: helps firms better define and understand their industry as well as identify rival"s strengths and weaknesses.

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