According to Jeffery David Whippo, it is important as there are rapid changes taking place in the environment that has great impact on the working of the business firm. Analysis of business environment helps to identify strength, weakness, opportunities, and threats.

1. Jeffery David Whippo Shares His Views on
Environmental Scanning Within Organization
Jeffery David Whippo shares his views on environmental scanning within
organization. According to him, it is important as there are rapid changes
taking place in the environment that has great impact in the working of the
business firm. Analysis of business environment helps to identify strength
weakness, opportunities, and threats.
He further states that any business needs to adjust its environmental
scanning strategy to adapt to shifts in the business environment. It assists
the firm in the determining its strengths, potential, weaknesses,
opportunities, and threats.
Further sharing the importance of environmental scanning, it identifies
strength. It is crucial for the organisation to continuously scan its
environment to assess advancements and comprehend aspects that can
support its performance if it is to be successful. Organisations employ the
technique of environmental scanning to keep an eye on both their internal
and external environments.
In order to make strategic business decisions, the environmental scan's goal
is to identify opportunities and dangers affecting the company. As part of the
environmental scanning process, the organisation gathers data about its
surroundings and analyses it to predict the effects of environmental
changes.
As per Jeffery D Whippo, environmental scanning aids decision making as
it is an important tool in understanding and decision making in all situations
of the business. It also enables the firm to select the best option for the
success and growth of the firm. Additionally, he considers it as a crucial
element of strategic planning because it offers data on variables that may
affect the organisation in the future.