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...
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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.
This article begins with a brief critique of
the SWOT framework and typical SWOT analysis guidelines.
Thereafter, Defensive/Offensive
Evaluation (DOE) is advanced as an effective alternative to SWOT analysis.
Because DOE is
more theory-driven, it poses keener questions and promises more illuminating answers.
1.
0 INTRODUCTION
WOT analysis entails portraying a business internal context in terms of strengths and weaknesses and
scouring i
Less
