... would have to attend selectively to a flood of signals created by a dynamic environment, interpret often confusing messages, and make sense of cues in relation to the firm's goals and activities. The External Environment Variables There are many variables within an organisation's task and societal environment. The task environment includes those factors, which directly affect the organisation. These are generally the government, trade unions, customers, suppliers etc. Contrary to that, the societal environment includes general forces that do not directly touch on the short-run activities of the organisation but that can, and often do, influence its long-run decisions.' These forces are economic, technological, political and sociocultural forces. Economic forces are the ones that regulate the exchange of materials, money, energy and information. Technological forces are the ones that generate problem-solving inventions. Political forces are the ones that allocate power and provide constraining and protecting laws and regulations. Sociocultural forces ...

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