Environmental forecasting: (1) Environmental

Scanning
CreaGng the Environmentally
Aware OrganizaGon
External Scanning
Surveillance of a firms external environment:
Predict environmental changes to come
Detect changes already under way
Proactive mode
Alerts the firm of critical trends before changes have
developed a discernible pattern and before competitors
recognize them.
Plausible projections about
direction, scope, speed and Example: Li Ka-shing moving his capital from China
intensity of environmental
change

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(2) Environmental Monitoring Example: Virgin Mobile and

Crowdsourcing
External Monitoring Virgin Mobile USA The Insider
Track evolution of environmental trends, sequence of relies on 2,000 communitya very
events or streams of activities carefully selected hip focus group
online customers, provides input on
Environmental trends referred to as everything from
Insiders to keep it designing phones to
Sequence of events aware of trends and coming up with
promising names for service
Streams of activities opportunities. plans.

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