MACROENVIRONMENT
Analysis of the macroenvironment provides a partial answer to the question: what is the firm facing?
Although many different macroenvironment areas could be discussed, we have chosen to address the five listed in Figure 2.1: economic, governmental and political, societal, natural, and technological factors. Examples of the specific factors we chose are shown in Table 2.1. Each of these macroenvironmental factors can influence an organization singly or in com-