What is Strategic Scanning

The environmental scan provides a systematic overview of the external factors that are important to the organization (or sector) and indicates whether the organization can influence them or not. Scanning promotes an active response to positive (opportunities) and compliant factors and leads to insights on how to live with the “hard facts.” The more organizations utilize a systemic approach, the more likely they will avoid blind spots during a scan. Managers have instinctive attitudes and assumptions about the external environment. They pay attention to what is most immediate. They may have blind spots that ignore or overlook certain market trends. Environmental scanning and analysis aims to gather evidence and reduce uncertainty. This chapter examines environmental scanning blind spots, analysis, and emerging trends.