5
Diagnosing the External
Learning Objectives
By the end of this chapter, you should be able to:
• Describe the components of an external diagnosis, including analyses of market, technological, and economic developments; major societal forces and trends; and legislative and regulatory actions.
• Explain how to use the results of an external diagnosis.
Reliable and valid customer data, addressed in Chapter 4, is one component of the external diagnosis. This chapter addresses the other essential components.
A company must understand the structure of its operating environment to be successful. The success of the company is determined both by ...
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