Pearson eText International Business: The Challenges of Globalization -- Instant Access (Pearson+)
Pearson eText International Business: The Challenges of Globalization -- Instant Access (Pearson+)
9th Edition
ISBN: 9780136879879
Author: John Wild, Kenneth Wild
Publisher: PEARSON+
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Chapter 12.4, Problem 3QS4
Summary Introduction

To Determine:

A firm researching a very unfamiliar but potentially very profitable market might be best to do what?

Introduction:

A firm researching a very unfamiliar but potentially very profitable market might be best to do ENVIRONMENTAL SCANNING.

Environmental scanning identifies the opportunities and threats that exist in the environment. It is a relentless process which includes monitoring of both the internal and external environment of a firm so that information can be collected which will help in decision making. It is also called X-ray of the environment as every small thing in the business environment is studied.

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