Internal Environment

External Environment

General Business Environment

Industry

Competitor

Customers

Collaborators (Partners, Alliances)

Stakeholders

1) Strength (organizational resources & capabilities)

2) Weakness

3) Performance

4) Vision, mission and strategies

5) Climate and Culture

6) History

(Hill & Westbrook, 1997; White, 1984; Johnson, Whittington, Scholes, Angwin, & Regner, 2014)

1) Political/legal

2) Economic

3) Social

4) Technological

5) Ecological

6) Demographic

7) Global

(Aguilar, 1967; Porter, 1985; Jindal, Jee, & Thakur, 2011)

1) Threat of new entrants

2) Power of suppliers

3) Power of buyers

4) Threat of product substitutes

5) Intensity of rivalry among

competitors

(Porter, 2008)

1) Long medium and short-term objectives

2) Current and future strategies

3) Strengths and weaknesses

4) Market share

5) Positioning

(Porter, 1985; Garsombke, 1989)

1) Market size

2) Market growth

3) Wants and needs

4) Demographic

5) Motivation to buy

(Jeyaraj, Muralidharan, Senthilvelan, & Deshmukh, 2014; Rao, 2016)

1) Strengths and weaknesses

2) Performance

(Išoraitė, 2009)

1) Wants and needs

2) Level of influence

(Hawker & Edmonds, 2014)