Environmental Scanning: Strategic and Functional Approaches

Abstract

Environmental scanning specialists can perform two very different functions. One major function is to become aware of possible problems or opportunities for the organization resulting from changes in technology, the economy, among competitors, in governmental regulation or legislation, or in general social patterns. To carry out this function environmental scanners must have a good grasp of current organizational strategies, since such strategies generally focus the direction of scanners’ attention. Problem opportunity awareness scanners are in fact, usually attached to units responsible for strategy development. Units of this type are typically at the corporate staff level, and may be attached directly to the CEO’s office.