Business environment scanning

Napomena: rad je na engleskom jeziku

Abstract:
The overall corporate performance is dependent upon various constituents, both internal, as well as external. The long term sustained competitive advantage can therefore be based on
continual scanning and reflection upon environmental constituents. Despite the fact that most of these changes come from initiatives within, it is essentially the impulses from the external environment that drive the redesign of organizational mental models following modifications of other organizational constituents. In that sense, the learning company represents a suitable platform on which basis the modern business can be developed, since it offers guidelines for the design of organizational constituents based on the systems approach, enhancing behavioral diversity on the basis of intensive self organization. Since the underlying assumption of the paper is that the modern corporate environment is highly uncertain, the basic managerial task is to find ways to cope with the perceived uncertainty. In order to respond to these changes companies need to adopt new patterns of thinking and behavior, especially managerial. The aim of this paper is to provide clear guidelines for individual managerial behavior as their behavior is determined by their relationship with the
environment and with others in the organization thereby affecting the behavior of the entire company .

Keywords: business environment scanning, learning company, managerial behavior, competitive advantages