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Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector
Dissertation (DPhil)--University of Pretoria, 2004.
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University of Pretoria
2013
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| _version_ | 1867613686686810112 |
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| access_status_str | Open Access |
| author2 | Rensburg, Ronel S. |
| author_browse | Rensburg, Ronel S. |
| author_facet | Rensburg, Ronel S. |
| collection | Thesis |
| dc_rights_str_mv | © 1995, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (DPhil)--University of Pretoria, 2004. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/27444 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:40:05.686Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/27444 Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector Rensburg, Ronel S. ronel.jvvuuren@postino.up.ac.za Jansen van Vuuren, Petronella Lerbinger Knowledge management Reputation management Systems theory Business communication Critical research tradition Tertiary education sector Corporate communication Environmental scanning Positivist research UCTD Dissertation (DPhil)--University of Pretoria, 2004. Change and the management thereof has become an integral part of management. To survive and prosper in the future, organisations have to understand the internal and external forces of the constantly changing world in which they operate. One example of the implications of change is the role of the communication practitioner that evolved from that of a technician to a strategist during recent decades. The communication practitioner has to realise that research is an effective tool to prove the value of the communication function. This study explores the use of environmental scanning as a strategic tool for an organisation to obtain a competitive edge. Knowledge management and the measurement of relationships in communication are closely related to environmental scanning. Environmental scanning is a process by which an organisation learns about events and trends in the internal and external environment. It helps establishes relationships between these trends and considers the main implications for problem identification and decision making. Any scientific research should be done against a theoretical framework. The systems theory and the information gap theory provide the theoretical framework for this study. Empirical research was conducted amongst the principals, marketing directors; information technology directors and scenario planners of all universities, technikons and registered private universities in South Africa. A total response rate of 58.7% was realised. A major finding was that, although most universities and technikons conduct environmental scanning and rate it as very important, there is no formalised, strategically aligned effort to integrate the findings with the strategic direction of the institution. The impact of environmental scanning on the respondents’ institutions is rated as significant to very significant. A revised model of environmental scanning was subsequently proposed. This model can also serve as a basis for future research and development. In spite of the different ways in which environmental scanning is conducted and applied, it has potential as a strategic tool - specifically to improve the role and contribution of the communication practitioner in the realisation of organisational goals. Communication Management DPhil Unrestricted 2013-09-07T11:30:39Z 2003-08-22 2013-09-07T11:30:39Z 1995-01-01 2004-08-22 2003-08-22 Dissertation Jansen van Vuuren, P 2004-08-22, Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector, DPhil Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/27444> http://hdl.handle.net/2263/27444 http://upetd.up.ac.za/thesis/available/etd-08222003-154823/ © 1995, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf University of Pretoria |
| spellingShingle | Lerbinger Knowledge management Reputation management Systems theory Business communication Critical research tradition Tertiary education sector Corporate communication Environmental scanning Positivist research UCTD Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector |
| title | Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector |
| title_full | Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector |
| title_fullStr | Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector |
| title_full_unstemmed | Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector |
| title_short | Environmental scanning - a South African corporate communication perspective with special emphasis on the tertiary sector |
| title_sort | environmental scanning a south african corporate communication perspective with special emphasis on the tertiary sector |
| topic | Lerbinger Knowledge management Reputation management Systems theory Business communication Critical research tradition Tertiary education sector Corporate communication Environmental scanning Positivist research UCTD |
| url | http://hdl.handle.net/2263/27444 http://upetd.up.ac.za/thesis/available/etd-08222003-154823/ |