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CHAPTER 3 • THE EXTERNAL ASSESSMENT 69

TABLE 3-6 Some Political, Governmental, and Legal Variables
Government regulations or Sino-American relationships
deregulations
Russian-American relationships
Changes in tax laws
European-American relationships
Special tariffs
African-American relationships
Political action committees
Import–export regulations
Voter participation rates
Government fiscal and monetary policy
Number, severity, and location of government changes
protests
Political conditions in foreign countries
Number of patents
Special local, state, and federal laws
Changes in patent laws
Lobbying activities
Environmental protection laws
Size of government budgets
Level of defense expenditures
World oil, currency, and labor markets
Legislation on equal employment
Location and severity of terrorist activities
Level of government subsidies
Local, state, and national elections
Antitrust legislation

Local, state, and federal laws; regulatory agencies; and special-interest groups can
have a major impact on the strategies of small, large, for-profit, and nonprofit organiza-
tions. Many companies have altered or abandoned strategies in the past because of politi-
cal or governmental actions. In the academic world, as state budgets have dropped in
recent years, so too has state support for colleges and universities. Due to the decline in
monies received from the state, many institutions of higher learning are doing more fund-
raising on their own—naming buildings and classrooms, for example, for donors. A sum-
mary of political, governmental, and legal variables that can represent key opportunities or
threats to organizations is provided in Table 3-6.

Technological Forces

Revolutionary technological changes and discoveries are having a dramatic impact on
organizations. CEO Chris DeWolfe of MySpace is using technology to expand the firm’s
1,600-person workforce in 2009 even as the economic recession deepens. MySpace
expects a 17 percent increase in revenue in 2009. Nearly half of the site’s 130 million
members worldwide are 35 and older, and 76 million of the members are from the United
States. This compares to rival Facebook that has 150 million members worldwide but only
55 million in the United States. MySpace is continually redesigning the site and revamping
the way its members can manage their profiles and categorize their friends, and enabling
consumers to listen to free streaming audio and songs. Doug Morris, CEO of Universal
Music Group, says, “There is a lot of conflict between technology and content, and Chris
has successfully brought both together.” 4
The Internet has changed the very nature of opportunities and threats by altering the
life cycles of products, increasing the speed of distribution, creating new products and
services, erasing limitations of traditional geographic markets, and changing the historical
trade-off between production standardization and flexibility. The Internet is altering
economies of scale, changing entry barriers, and redefining the relationship between
industries and various suppliers, creditors, customers, and competitors.
To effectively capitalize on e-commerce, a number of organizations are establishing
two new positions in their firms: chief information officer (CIO) and chief technology
officer (CTO). This trend reflects the growing importance of information technology (IT)
in strategic management. A CIO and CTO work together to ensure that information needed
to formulate, implement, and evaluate strategies is available where and when it is needed.
These individuals are responsible for developing, maintaining, and updating a company’s