Abstract:

The competitive environment is not only the basis for the survival and development of enterprises, but also an important source of information and resources for business strategy making. Therefore, it is an important part of strategic management to effectively identify and analyze the strategic environmental threats and opportunities and to find out and solve the problems to reduce the risk of uncertainty. This paper explores the factors that influence environmental scanning and how environmental scanning affects the formation of enterprise competitive advantage. On the basis of the exploration, this paper establishes the conceptual model of the impact of competitive environment scanning on enterprise competitive advantage, and designs measurement scales for all constructs.

Key words: Environmental scanning, Competitive advantage, Strategic management, Information analysis