Perception of the environment
The perception of the environment is for a Entreprise, a process which makes it possible to acquire a good comprehension of the context, at the same time local, world, and anticipatrice (weak signals). It is one of the 11 factors of economic Intelligence.
Total day before
See also: Universalization and Sustainable development.
It appeared, in the years 1990, with the amplification of new risks (industrial, medical, ecological S, climatic, social, Géopolitique S, economic S) that the strict financial point of view is not enough to lay down an orientation of long run in the company.
The company must impregnate with a culture of Sustainable development structured which integrates the three pillars Environnement, Social, economic. This implies a major change of culture, because in the Mondialisation, it is necessary to know to dialog collectively with others recipients that the usual partners.
To acquire a early Perception of the environment is made various manners:
- Collection of documents,
- Participation at professional associations,
- Participation in associations of standardization,
- Presence with conferences, living rooms,
- Day before on the selected Internet networks and key words (see also Day before sociétale),
- Documents of general culture: geographical and historical atlases, encyclopedias, works of sociology,…
This induces different relations between the leaders and the employees, because the Perception thorough and early of the context requires a very broad division from the points of view, so that the inventory of fixtures ends to a collective Conscience of the situation. The ONG can bring this culture. The use of the Email must be adapted consequently.
It is necessary to be vigilant on the various obstacles, cognitive Biais S, and others Sophisme S which can prevent the appreciation of the reality of the context and the methods to reach that point. Simple the Intuition insufficiently coordinated individuals is not enough.
According to the formula of Rene Dubos, it is necessary to think total and act local . The neologism " sometimes is employed; glocal" to indicate this type of attitude.
Opportunities and threats
Today, it is necessary to take into account the following elements:
- Geopolitical S: one saw the Risque S of great groups in a country like Argentina. The simple matter of the rarefaction of the Natural resources (price of the energy,…), and to its effects on the plan of the world commerce, is enough to justify the world analysis context, but it is not obviously the only parameter to be taken into account.
- availability of the raw materials and the competitor energy (suppliers),
- : presence of competitors on the international markets, methods of Lobbying employed,
- populations exposed to the industrial risks,
- medical: one saw with recent businesses that the questions of chain of distribution are fundamental,
- social,
- financial,
- economic, in relation to the cost of the energy and the raw materials,
- lawful: all types of Réglementation S relative on these subjects are useful, those must be anticipated more and more.
Each element of the context must be looked under the prism risk factors/opportunities, compared to world competition.
Formulation of the strategy
- See also: Strategy
Today, to apprehend in-depth the elements of the context of the company, it is not possible any more to refer about it exclusively to the Actionnaire S.D'ailleurs, those ask today more and more that one takes into account the elements of the world context , from a point of view of responsibility sociétale.
The question is obviously to know which elements to take into account. This can raise certain questions of ethical in the way of presenting it to the employees of the company.
One cannot either limit the perception of the context to the only traditional partners (customers, suppliers, investors, logisticians,…).
The governorship in the environment mondialized of the multinational groups, in particular European, requires to integrate the principles of responsibility sociétale, which to be actually applied, suppose to have identified the basic ethical principles and the rules ethical S specific to each profession.
As on all that can lead to evil to evaluate waitings of the recipients from a point of view of responsibility for company.
More and more, especially with the new territorial organizations, it is necessary to structure the governorship compared to waitings of other organizations which one calls recipients:
- Territorial collectivities,
- Insurances,
- Lawyers,
- Associations,
- ONG,…
To implement the cycle of information
Within the framework of the Universalization, the Information S circulate much more easily with the network Internet - one would not have to deduce some than all is visible on the Web.
The acquisition of the data of the context, their validation, and their treatment require various profiles of competence, sometimes very pointed.
In addition, as soon as the data are processed, they take the character of knowledge acquired by networks of competence.
In fact, the emergence of the sociétales questions will probably require to consider the safety of information not only from one the financial and technical point of view, but also from the point of view of the circulation of the information in the networks of competence.
Consequently, it is necessary to be extremely vigilant on the questions of Droit of the businesses, secrecy and safety of information (integrity, availability, and confidentiality), as of the moment that information acquires a contractual character , or potentially contractual.
The new tools provided by the Web and the family of the Net (inter/extra/Intranet) give radically new possibilities in this field, but the Information S thus obtained by the Web and other sources must be checked, cross in multiple manners before being really exploitable.
It would be in addition quite naive to think that one can all see free in the Web: the visible Web accounts for only approximately 3% of the totality of the Web!
New legal constraints appear besides with these tools.
See too
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