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PESTEL: The External Macro Environment

The world at large forms the external environment for businesses. A firm must confront, adapt to, take advantage of, and defend itself against what is happening in the world around it to succeed. To make gathering and interpreting information about the external environment easier, strategic analysts have defined several general categories of activities and groups that managers should examine and understand. The figure below illustrates layers and categories found in a firm’s environment. A Read More

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