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In order to gain competitive advantage, an organization needs to study its external environment and make use of the opportunities there. To sustain a competitive advantage, the organization must respond to the information gathered through its study of the external environment by altering its strategies and plans as the need arises. The organization will study any number of factors of its external environment, which can include the state of the economy, government interaction, the legal landscape, or its suppliers and service providers.
Environmental scanning is the acquisition and use of information about events, trends, and relationships in the organization's external environment and is used to plan the future course of action...
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