4.1 environmental scanning
environmental scanning involves searching the environment for important events or issues that might affect an organization. Managers scan the environment to stay up-to-date on important factors in their industry. The American Hospital Association, for instance, publishes an annual “Environmental Scan” to help hospital and health system managers understand the trends and market forces that have a “high probability of affecting the healthcare field.” Organizational strategies also affect environmental scanning. In other words, managers pay close attention to trends and events the that are directly related to their company’s ability to compete in the marketplace