Environmental scanning in U.S. corporations. |
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| Authors: | S C Jain |
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| Affiliation: | Professor and Head of the Department of Marketing, School of Business Administration at the University of Connecticut, Storrs, Conn. 06268, U.S.A. |
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| Abstract: | Environmental scanning is a new activity among corporations, because of its importance, corporations need to progress by stages to achieve a structured and formal system of scanning, and this takes time. This paper is based on a study examining the evolution and state of environmental scanning among corporations, and finds that the essential difference between scanning at the corporate and at the product/market level is not observed by all companies. Ideally, there should be a close liaison between the two levels so that each may reinforce the scanning effort of the other. |
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