Swots: Strategic Management and Swot Analysis

10122 Words Jan 10th, 2013 41 Pages
SWOT usage
SWOT has been used by countless practitioners, marketing researchers, and is a frequent and popular tool for business marketing and strategy students. Its simplicity and catchy acronym perpetuates its usage in business and beyond as the tool is used to assess alternatives and complex decision situations. In the business arena the grouping of internal and external issues is a frequent starting point for strategic planning. It can be constructed quickly and can benefit from multiple viewpoints as a brainstorming exercise. Typically, managers first consider internal strengths and weaknesses (at the top row of the 2 × 2 grid) which can include image, structure, access to natural resources, capacity and efficiency, and financial
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The 142 studies were examined for trends, issues, uses of SWOT, and value-added in long-term planning. Specifically, studies were sought that indicated sole use of SWOT analysis or if SWOT was used in combination with other long-range strategic planning tools. The authors next used affinity diagrams to group and classify the collected studies using summaries on index cards. Affinity diagrams are a popular text clustering technique used to categorize large number of seemingly disparate comments ([41] Dobrzynski, 2007; [106] Levesque and Walker, 2007; [132] Plain, 2007; [196] White et al. , 2002; [117] Mango, 2006). The affinity diagram methodology was chosen due to its importance as an interpretative, qualitative approach to research, allowing for investigation and emergence of multiple contextual variables or classification schemes.
The objective of the methodology is to utilize the qualitative data for explanatory purposes and to generalize findings in support of theory based on a distillation of the various respondent comments. The clustering of issues into logical categories helps draw inferences from the data collected. Thus the goal is to better understand categories of service failures and identify the service failures that result in customer defection.
The researchers summarized, grouped, and clustered the comments by key themes and focus areas. Through the iterative process, major classifications were identified
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