MACROENVIRONMENTAL ANALYSIS FOR STRATEGIC MANAGEMENT

Macroenvironmental analysis is an integral part of systematic strategic planning. Even though the literature on macroenvironmental analysis is fragmented, there are useful guidelines for making sense out of this complex and important aspect of strategic planning. This article highlights five important questions managers should ask about macroenvironmental analysis, develops a model for the process, and summarizes what research and experience tell us about each question. © 1991.