Techniques For Assessing The Environment Environmental Scanning the screening of information to anticipate and interpret changes in the environment competitor intellligence -gathering information about one's competitors a variety of sources of information is easily accessible reverse engineeriing-analyze a competitor's product becomes illegal corporate spying when proprietary materials or trade secrets are stolen -fine line between what is legall and ethicall and what is legal but unethical ©Prentice Hall,2002 9-4 Techniques For Assessing The Environment Environmental Scanning – the screening of information to anticipate and interpret changes in the environment – competitor intelligence - gathering information about one’s competitors • a variety of sources of information is easily accessible – reverse engineering - analyze a competitor’s product • becomes illegal corporate spying when proprietary materials or trade secrets are stolen – fine line between what is legal and ethical and what is legal but unethical © Prentice Hall, 2002 9-4