Chapter 2

Legal and Technological Changes

This chapter focuses on environmental conditions over which an organization has little or no control but may be able to develop a strategy that can take advantage of the new paradigm. Legal and technological changes are two of the most prevalent environmental impacts that can affect strategic marketing efforts.

A situational analysis should consider changes that may occur over which the organization has no control. Advances in technology and changes in the legal environment can be significant.

For example, the Affordable Care Act has and will have a significant impact on the health care and insurance industries. These industries had some influence on how the law was designed but, at the end of the day, ...

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