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SWOT (-Analysis)

By Dagmar Recklies

Strengths – Weaknesses – Opportunities – Threats

When I started to write this paper about the SWOT-model, I compiled theory and researched literature. This is part 1 of this paper. However, after several years of practical experience with the SWOT, I found this was not enough. I have worked as a consultant and in the strategic planning department of a global player. During this time I had the chance to do some SWOTs by myself, and – more importantly – I saw lots of SWOT-matrixes prepared by others. Thus I learned that the SWOT is not as easy as it seems. In part 2 of this paper I share my work experience with you and highlight some common misunderstandings. With this I hope to make it easier for you to gain some real value from your SWOT-exercises. ...

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