27. Anticipate the Unexpected: Research Macro-Environmental Factors

The macro environment is comprised of events that are outside your direct control that nonetheless can impact and influence your business success. The recent economic and political activities have presented us with lots of surprises. Some of these we can see coming and others are much harder to predict. The goal of the following exercise is to look ahead, notice trends, and create contingency plans to counter potential issues. This proactive work can also help you discover new growth opportunities before your competitors do.

Macro-Environmental Factors

Review the following six macro-environmental categories and consider how these factors impact your business and industry. The ...

Get How to Innovate in Marketing (Collection), 2/e now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.