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Analysis of Internal Factor Evaluation Matrix, External ...

East African Scholars Journal of Economics, Business and Management Abbreviated Key Title: East African Scholars J Econ Bus Manag ISSN 2617-4464 (Print) | ISSN 2617-7269 (Online) | Published By East African Scholars Publisher, Kenya Volume-2 | Issue-4 | April-2019 | Quick Response Code Journal homepage: Copyright @ 2019: This is an open-access article distributed under the terms of the Creative Commons Attribution license which permits unrestricted use, distribution, and reproduction in any medium for non commercial use (NonCommercial, or CC-BY-NC) provided the original author and source are credited.

external and internal factors allows strategists to more effectively generate and evaluate alternative strategies (David, F. R. 2011). According to David (2011), after listing all the identified internal and external factors derived from the SWOT analysis, a weight that ranges from 0.0 (not important) to 1.0 (all-important) is

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