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Macro Environment Concept
The expression macro environment (also
called contextual surroundings) designates a group of contextual
variables not controlled by the company but that affect its performance
and influence its strategies and its decision making process. Belong to
the macro environment variables like the economic context, demographic,
social, political-legal, technological, etc.:
. Economic context: includes variables
like economy growth, inflation rate, unemployment rate, exchange rate,
evolution of the private consume, savings rate, among others.
. Social-cultural context: includes
variables like social stability, lifestyles, social values, religion and
culture itself.
. Political-legal context: includes
political stability, economic policies, employment legislation, legal
framework, tax system and incentive policies.
. Technological context: includes all the
technological innovations either at the product level, either of the
process, legislation about patents protection, investigation and
development incentives, etc.
Translated from Portuguese
by Susana Saraiva, Portuguese-English and English-Portuguese translation
specialist. Contact: spams@sapo.pt.
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