When designing strategic monitoring systems there are two key variable types that must be monitored: those concerned with external forces and those concerned with the effects of certain actions taken by the firm to implement the strategy.

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Examples of the former include changes in the external environment such as changes in long-term demand, the advent of new technology, changes in government legislation and actions by a competitor. Examples of the latter include the firm's advertising efforts to change attitudes and in-store merchandising activities designed to improve product availability.

When Designing Strategic Monitoring Systems There Are Two Key Variable