Jeff Whippo explains the responsibilities of environmental scanning within an organization. He believes that environmental scanning constitutes a primary mode of organizational learning. The information collected during environmental scanning is critical in product design, formulation of marketing strategies, determination of marketing mix, and research and development strategies.

According to Whippo, there are various tasks that are accompanied by those in charge of environmental scanning. It systematically surveys and interprets relevant data to identify external opportunities and threats that could influence future decisions.

He believes that environmental scanning is aimed at helping management determine the future direction of the organization. It involves the internal analysis of the environment and it includes employee interaction with other employees, employee interaction with management, and management interaction with shareholders.

As per Jeffery Whippo, the process of analyzing the environment to spot the factors that may impact the business is known as Environmental Scanning. It alerts the enterprise to take suitable strategic decisions before it reaches a critical situation.

About Jeffery D Whippo

An insight into the life of Jeff Whippo, he is a professional educator and developer of people, teams, and leaders. He is a well-educated professional who has attended California Coast University, Boston University, California State Polytechnic University, Community College of the Air Force, and Citrus College. He also worked as a Combat Intelligence Specialist for the USAF for almost 4 years.