Ingurune (enpresa)

Erakundeen kudeaketan, ingurunea erakunde baten jardueran eragina duten elementu eta faktore ekonomiko, politiko, teknologiko, soziologiko eta psikologikoen multzoa da. Kudeaketa estrategikoan funtsezko elementua da; hain zuzen, enpresaren ingurunearen azterketa kudeaketa prozesuaren lehenengo fasea da, inguruneak eskaintzen dituen aukerak eta mehatxuak zehazteko.

Inguruneko faktoreak bi sail nagusietan banatzen dira:

  • kanpo ingurunea, enpresatik at dauden faktoreak eta elementuak biltzen dituena. Bi atal bereizten dira kanpo ingurunean:
    • ingurune orokorra edo makroingurunea, enpresa eta erakunde guztiak erasaten dituena eta demografia, politika, teknologia eta koiuntura ekonomikoa jasotzen dituena;
    • mikroingurunea, enpresako jarduera enpresaren hornitzaileak, lehiakideak, bitartekariak eta merkatua biltzen dituena;
  • barne ingurunea, enpresaren baitako faktoreak (langileak eta finantza baliabideak, besteak beste) biltzen dituena.


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