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The Journal of Applied Business Research Spring 2005 Volume 21, Number 2 91 Away With SWOT Analysis: Use Defensive/Offensive Evaluation Instead Erhard K. Valentin, Weber State University ABSTRACT SWOT analysis, which delves into a Business ' strengths, weaknesses, opportunities, and threats, is used widely in firms and classrooms to distill fragmentary facts and figures into concise depictions of the strategic landscape. Yet despite its popularity and longevity, the SWOT approach to situation assessment often is ineffective.
The Journal of Applied Business Research – Spring 2005 Volume 21, Number 2 92 Favorable Factors STRENGTHS OPPORTUNITIES Unfavorable Factors WEAKNESSES THREATS Typical SWOT guidelines promote superficial scanning and impromptu categorizing in lieu of methodical
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