Explaining the importance of environmental scanning, Jeffery Whippo believes that environment of the business is extremely changing and thus the organization needs to keep a close check at its environment via scanning. It is the gathering of information from an organization's internal and external environment, and careful monitoring of these environments to identify future threats and opportunities. It is the analyses of all factors that may affect the future of the organization.
According to Whippo, various efforts are made by the organization to do an environmental scanning. Market research is performed and data collected from the market research process is studied in order to make planning for future actions. Moreover, it helps you learn about the business strategies of your competitors. You can take ideas from the strategies and can also form your strategies accordingly so that you can give constant competition to them.
Jeff Whippo lists that a variety of methods should be used while conducting an environmental scan to collect data, including reviewing publications, conducting focus groups, interviewing leaders inside and outside the organization, and administering surveys.
He considers the fact that environmental scanning is an important component of strategic planning. It provides information on factors that affect the organization in the future. Moreover, the information gathered allows the leadership to proactively respond to external impacts.
About Jeff Whippo
An insight into the life of Jeffery 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.