Environmental scanning in support of prospector strategy: The case of a furniture retailer
Keywords:
Environmental scanning. Entrepreneurer strategy. Prospector strategy.Abstract
The adjustment between the organization and its environment has been considered fundamental for its survival and higher performance. The activity of environmental scanning contributes for such adjustment by supplying the decision process with information. Thus, the present work aims at analyzing the influence of scanning activities in the formation of the strategy of a furniture and appliances retail company. The longitudinal case study method was used, and the data collection was done through semi-structured interviews with the managers and also through the company’s documental analysis. Among the results we confirmed that the scanning process can be considered an informal search (AGUILAR, 1967) presenting agreement with the enterprising strategy adopted, in which the main goals are the geographic expansion as well as its clients base. The principal task of scanning is the search for opportunities represented by potential clients and markets, aiming at accomplishing the expansion strategy, which agrees with what was suggested for the prospector (Miles; Snow, 1978) and enterprising strategies (MINTZBERG, 1973; IRELAND; COVIN; KURATKO, 2009).References
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