Author Description

New developments and ongoing trends have impacts on industries to different degrees and speed, this is especially exacerbated by the presence of COVID-19. Thomson et al. (2017) described an organization being subjected to influence of external environment which consists of macro-environment (factors driving change) and micro-environment (industry/competitive forces). The ability to detect changes in the environment will help managers forecast the expected profitability or risks and formulate strategies accordingly. Being able to link the analysis of strategically relevant factors from outside the industry and the firm itself, to the assessment of the competitive environment is a critical process, because many of these changes are crucial enough to merit a strategic response, especially in turbulent times.