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Organizing for environmental scanning: Orthodoxies and reformations
Authors:Douglas Brownlie
Affiliation:Department of Marketing , University of Stirling , UK
Abstract:

Environmental scanning is one of the cornerstones of strategic marketing. A plethora of normative literature argues that it plays a key role in bringing information about the external environment to the attention of decision‐makers in order that they can make better informed decisions. This literature also provides a rich source of ideas about how to go about environmental scanning, particularly dealing with the collection of data and the various techniques that can be used to analyse that data.

Yet, empirical findings point strongly to the view that the low deeds of environmental scanning practice, diverge in some important respects from the high‐minded prescriptions of the normative literature. Various explanations can be put forward for this.

This paper considers those explanations. Specifically it explores the assumptions and premises about the constructs of organization and environment which inform the strategic marketing literature. It argues the case for alternative images of organization and environment. And on the basis of this, proposes the concept of writerly environment scanning, embedding environmental scanning in broader political and cultural processes both within and without the organization.
Keywords:
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