Global Environment Analysis

Rudolf Grünig, Richard Kühn and Dirk Morschett
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Rudolf Grünig: University of Fribourg
Richard Kühn: University of Bern
Dirk Morschett: University of Fribourg

Chapter 9 in The Strategy Planning Process, 2022, pp 69-76 from Springer

Abstract: Abstract This chapter focuses on a core activity of strategic analysis and describes how to carry out an analysis of the global environment. Section 9.1 shows that the global environmental analysis looks at all aspects that affect the company and its markets. Thanks to this analysis, a clear picture of the current and especially of the future environmental conditions can be produced. This analysis is usually done with the help of two basic tools, which are presented in the following sections. First, Sect. 9.2 presents the PESTEL analysis, giving a detailed list of possible contents. Then, Sect. 9.3 explains the scenario analysis with the help of an inset with a short example. The chapter concludes with a recommendation for a process to carry out an environmental analysis in Sect. 9.4.

Date: 2022
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DOI: 10.1007/978-3-030-93918-2_9

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