Toward a Model of Environmental Scanning

Scanning is the communication activity through which organizations learn about trends and events in their environment. In this exploratory study, I examined how individuals from many different departments, including public relations and human resources, conduct environmental scanning in 16 large U.S. organizations. Specifically, I examined the formality of environmental scanning in 16 organizations and its relation to the number of issues monitored and the length of time those issues are monitored. I also considered the role of organizational culture and environmental complexity in shaping the structure of environmental scanning efforts. Findings indicate that organizations with formal environmental scanning systems tend to monitor a larger number of issues in their environments for shorter periods of time, when compared to organizations with informal environmental scanning systems. In addition, findings suggest that although both organizational culture and environmental complexity are related to the structure of environmental scanning efforts, culture is more strongly related to scanning efforts than is environmental complexity.