Jeffery Whippo explains the importance of environmental scanning within an organization. He opines that 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. Moreover, the analysis of internal environment helps in identifying strengths and weaknesses of the 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 Jeff 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.
Whippo considers it necessary because there are rapid changes taking place in the environment that has a great impact on the working of the business firm. Moreover, it helps identify the opportunities in the market and the organization needs to make every possible effort to grab the opportunities as and when they come.
Jeffery Whippo considers it an important component of strategic planning as it provides information on factors that affect the organization in the future.
About Jeff 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.