Omvärlden - Oftare obevakad än bevakad? : En kvantitativ studie av omvärldsbevakning bland Svenska Golfklubbar

Detta är en Kandidat-uppsats från Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi

Sammanfattning:

In the global and rapidly changing society Environmental scanning is becoming a more and more important tool. Today it is not the availability of information that controls an organizations behavior, but the information that the organization chooses to absorb. This is the case for a multinational cooperation as well as for the local golf club. Swedish golf clubs have during the last 100 years had an amazing development and today there are almost 600 000 registered Swedish golf players. The development has however stopped and even declined some during the last couple of years. This makes it important for golf clubs to actively scan its environment.

The purpose with this thesis is to investigate if Swedish golf clubs scan their environment and if they do, describe and analyze how such scanning is conducted. Our secondary purpose is to give recommendations.

We have, to fulfill the purpose, conducted a quantitative research based on a telephone questionnaire. We have interviewed 34 randomly stratified selected golf clubs, geographically spread all over Sweden.

Conclusions The analysis shows that not even one of four Swedish golf clubs conducts environmental scanning. This at the same time as almost eight of ten clubs state that they believe that environmental scanning is important, or even very important. The analysis also shows that those clubs that have a person responsible for the environmental scanning have fewer members that end their membership, than those that do not have someone responsible.

Even though fees from members are the largest source of income for the golf clubs only 21 % of the Swedish golf clubs had any kind of bases for calculation on how many members they could afford to loose before it would result in economic problems. This is especially remarkable as the analysis shows that the number 21 % is misleadingly high as many of the calculations are very vague.

The representatives for the clubs give a very pessimistic view on the future, where 61 % believe that the increase of members has stopped or even declined

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