The value of active scanning to senior executives : Insights from key decision‐makers

This paper examines the elements of active scanning as a tool to interpret rapidly changing markets. Active scanning is the concerted effort of an organization to direct its intelligence gathering activities toward its environment, markets and customers by integrating diverse information inputs into a cohesive perspective of rapidly changing markets and emerging opportunities. A Delphi process was used to present these elements to a panel of senior decision‐makers including Directors and Vice‐Presidents from Compaq, AT&T, Microsoft and IBM. The results suggest that the active scanning is important to organizations operating in turbulent environments when future states are unpredictable. The implications include developing new sensing and interpretation skills for managers to help the organization interpret and respond to their environmental pressures.