FEEDBACK/LEARNING PROCESS Note that the strategic management model depicted in Figure 1–2 includes a feedback/learning process. Arrows are drawn coming out of each part of the model and taking information to each of the previous parts of the model. As a firm or business unit develops strategies, programs, and the like, it often must go back to revise or correct decisions made earlier in the process. For example, poor performance (as measured in evaluation and control) usually indicates that something has gone wrong with either strategy formulation or implementation. It could also mean that a key variable, such as a new competitor, was ignored during environmental scanning and assessment. In the case of Dell, the personal computer market had matured and by 2007 there were fewer growth opportunities available within the industry. Even Jim Cramer, host of the popular television program, Mad Money, was referring to computers in 2008 as “old technology” having few growth prospects. Dell’s management needed to reassess the company’s environment and find better opportunities to profitably apply its core competencies.