This article is dedicated to problems of estimation of external environment influence activity of enterprise. The work contains classification of external environment factors.
In the process of working out of business strategy some enterprises are following their plans irrespective of external environment factors influence, others make some changes only when external environment forces them to do it, and another enterprises are trying to induce the society moving in the needed direction, or at least harmonize own goals with problems and expectation of society.
In foreign researches, there are used passive, reactive, proactive and interactive strategies of reacting upon external environment. Passive strategy means that enterprise changes its strategy only after eternal environment forces them to do it. Reactive strategy means that enterprise is trying to answer unfavorable changes of external environment only after they happened. Practical activity of enterprise changes only under a big pressure of external environment. Enterprise which is using proactive strategy tries to outstrip possible changes in external environment. This kind of enterprise can use partly changes of external environment for its own. When the enterprise can take external environment changes and combine them with its own goals, it means it uses interactive strategy.
Foreign researches show that passive, reactive and proactive strategies can provide temporary short term success in an enterprise activity. Long term success to enterprise gives using of interactive strategy
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