HELP!! What are the benefits and limitations of Environmental Scanning??
Successful management of any enterprise depends upon the ability of the senior leaders to adapt to rapidly changing external environment. The underlying assumption of traditional long range planning is that any future change is a continuation of the direction and rate of present trends among a limited number of social, technological, economic, and political variables. Thus, the future for the institution is assumed to reflect the past and present or, in essence, to be “surprise-free.” However, we know that this is not true, and the further we plan into the future. Fahey and Naravanan (1986) suggest that an effective environmental scanning program should enable decision makers to understand current and potential changes taking place in their institutions’ external environments. Scanning provides strategic intelligence useful in determining organizational strategies. The consequences of this activity include fostering an understanding of the effects of change on organizations, aiding in
