Chapter 10. Macroenvironmental (STEEP/PEST) Analysis
Description and Purpose
This chapter focuses on the social, technological, economic, ecological, and political/legal (STEEP) aspects of the environment that can affect the competitiveness of industries and companies (also sometimes referred to as political, economic, social, technological (PEST) analysis). These factors are generally considered to be beyond the direct influence of an individual company.
For the purposes of this chapter and for ease of understanding, we will refer to this technique as STEEP, although you can simplify the technique to PEST factors.
Although many organizations recognize the importance of the environment, all too often this analysis ends up making a small or minimal ...
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