The business environment is constantly changing to a wider range of pressures not seen in the previous models. With a more complex business environment organizations need to be ready to accept and adjust to new conditions as they become apparent. The strategies use can lengthen or shorten product and service life-cycles. Updating the common SWOT tool to offer alternative strategies and switch analysis helps to ensure businesses can adjust their strategies to strengthen their positions and thwart decline. A paper by Mayer & Vambery (2008) indicate that the current SWOT needs to be updated to include change as an additional construct in order to fit within the nature of modern global businesses. They discuss internal change (Ch i ) and external change (CH e ) to make SWOTCH i/e . Their reasoning is that the traditional SWOT assumes a single market with a finite beginning and end to products/services. In global business there are multiple markets and uses for products.
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