Environmental scanning drives an organization's strategic planning process-the quality of the planning depends on the quality of the scan.
The scanning manager faces a lot of challenges because the external environment is changing rapidly in complex ways; there are numerous sources of information and this information is often ambiguous. (Auster and Choo, 1994). The organisation has to use this information to make consequential decisions or long-term commitments by the organisation.
Scanning involves several modes of information seeking. Aguilar (1967) usefully differentiates between searching for information about a specific question, and viewing information or being exposed to information without a specific information need in mind. According to Auster and Choo (1994). Scanning could range from a casual conversation at the lunch table or a chance observation of an angry customer dumping a product, to an extensive market research programme to identify business opportunities. ...Show more