Environmental influence on business

Okolina je koncepcijski širok pojam, te su ju zbog toga brojni autori definirali. Prema Bubleu (2005) okolina poduzeća se može definirati kao sveukupnost pojava i čimbenika izvan poduzeća i unutar njega koji direktno i indirektno utječu na njegovo djelovanje, ponašanje i razvitak. Za poduzeće okolina označava izvor neizvjesnosti i izvor resursa, stoga razlikujemo stabilnu, rizičnu i neizvjesnu okolinu. Glavna podjela okoline je na eksternu i internu. Eksterna okolina obuhvaća opću ili makro okolinu i poslovnu ili okolinu zadatka. Industrijska okolina je dodatni segment eksterne okoline koja se temelji na Porterovom modelu pet konkurentskih snaga čija je svrha procijeniti poziciju poduzeća u odnosu na konkurenciju. Internu okolinu čine svi faktori unutar poduzeća, te poduzeće na nju u potpunosti utječe. S obzirom da okolina ne može biti u potpunosti stabilna ili dinamična, potrebno ju je neprestano analizirati kako ne bi ugrozila poslovanje poduzeća. Za analizu opće okoline poduzeća koriste se sljedeće metode: skeniranje opće okoline, ETOP analiza, analiza i procjena ranjivosti, analiza i procjena tehnologije. Za analizu poslovne okoline upotrebljavaju se sljedeće metode: skeniranje poslovne okoline, analiza konkurencije, stakeholder analiza. Prilikom analize interne okoline najpoznatija metoda je SWOT analiza koja proučava snage i slabosti poduzeća, prilike i prijetnje iz okoline. Okolina je za svako poduzeće drugačija, zato odnos između poduzeća i okoline može biti reaktivan, proaktivan ili interaktivan.Environment is conceptually broad term, so because of that numerous authors have defined her. According to Buble (2005), the business environment can be defined as the overall occurrences and factors within and outside the business, which directly and indirectly affect its performance, behavior and development. For a company, the environment denotes a source of uncertainty and a source of resources, so we differentiate stable, risky and uncertain environment. The main division of environment is the external and internal environment. The external environment includes the general or macro environment and the business or task environment. Industrial environment is an additional segment of the external environment, which is based on Porter's Five Forces Framework, whose purpose is to assess a position of the company compared to competition. The internal environment consist of all the factors that are within the business, so the business affects on them completely. Considering that the environment can't be completely stable or dynamic, it is necessary to analyze her constantly, so she wouldn't endanger the business of company. When analyzing the general environment, the following methods are used: scanning of the general environment, ETOP analysis, analysis and assessment of vulnerability, analysis and assessment of technology. Following methods are used when analyzing the business environment: scanning of the business environment, competition analysis, business-interested parties analysis. When analyzing the internal environment, the most famous method is a SWOT analysis, which study the strengths and weaknesses of the company, the opportunities and threats from the environment. The environment is different for each company, so the relationship between the company and the environment can be reactive, proactive or interactive