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- Title
A Crack in the Foundation: Why SWOT Might Be Less Than Effective in Market Sensing Analysis.
- Authors
Everett, Robert F.
- Abstract
The effectiveness of Market Sensing programs relies on the ability to both explore markets with unbiased curiosity and focus sensing efforts where there are the greatest possibilities of success. Fortunately, strategic analysis models such as SWOT already exist to assist in achieving a balance between open exploration and efficient focus. Unfortunately, these models, specifically SWOT, are frequently poorly understood and/or misused. The research discussed in this article shows that a major problem with SWOT Analysis is that the texts used in business schools to teach this tool are, with a couple of exceptions, either insufficient in their presentation of SWOT or just plain wrong! The implication for those conducting or managing Market Sensing programs is that it is dangerous to assume that even trained business analysts will use tools such as SWOT correctly, and that incorrect use can bias or even invalidate Market Sensing insights.
- Subjects
SWOT analysis; MARKETING research; PROBLEM solving; STRATEGIC planning; BUSINESS schools
- Publication
Journal of Marketing & Management, 2014, Issue Special 1, p58
- ISSN
2153-9715
- Publication type
Article