Evaluation methods of SWOT analysis

Abstract

Strategic management is an integral part of top management. By formulating the right strategy and its subsequent implementation, a managed organization can attract and retain a comparative advantage. In order to fulfil this expectation, the strategy also has to be supported with relevant findings of performed strategic analyses. The best known and probably the most common of these is a SWOT analysis. In practice, however, the analysis is reduced to mere presentation of influence factors, which does not allow more precise determination of a strategic concept. The content of the article tries to remove this drawback, submitting for public discussion two possible approaches to evaluate the SWOT analysis providing important information for the selection process of an organization's strategic orientation.