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Using Primary & Secondary Sources for Strategic Analysis
Primary sources:
- what an organization (or industry) says about itself via: annual reports, presentations, press releases, organizational blogs, tweets, speeches, etc.
- In Service Learning projects, these sources may be provided by your client organization.
Secondary sources:
- what others say about an organization (or industry) via: newspaper or magazine articles, books, or other media sources (e.g., television or radio transcripts, social media sites, etc.)
How do these sources support your strategic analysis?
- Provide background information on the organization
- Identify key stakeholders
- Identify competitors and industry dynamics
- Provide details on the broader environment
- Provide real data (i.e., facts and statistics)
