• Título: Environmental scanning as information seeking and organizational learning
  • Autor(es): CHOO, C.W.
  • Ano de publicação: 2001
  • Local de acesso: Link
  • Assunto: Inteligência Antecipativa; Monitoramento Ambiental Competitivo
  • Descrição: Environmental scanning is the acquisition and use of information about events, trends, and relationships in an organization’s external environment, the knowledge of which would assist management in planning the organization’s future course of action (Aguilar 1967, Choo and Auster 1993). Organizations scan the environment in order to understand the external forces of change so that they may develop effective responses which secure or improve their position in the future. They scan in order to avoid surprises, identify threats and opportunities, gain competitive advantage, and improve long- and short-term planning (Sutton 1988). To the extent that an organization’s ability to adapt to its outside environment is dependent on knowing and interpreting the external changes that are taking place, environmental scanning constitutes a primary mode of organizational learning. Environmental scanning includes both looking at information (viewing) and looking for information (searching). It could range from a casual conversation at the lunch table or a chance observation of an angry customer, to a formal market research program or a scenario planning exercise.

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Environmental scanning as information seeking and organizational learning
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