Internal organisation characteristics and capabilities

A review of the suitability of the characteristics and capabilities of an organisation to make increased use of electronic communications should occur as part of developing Internet marketing plans. This is sometimes known as the 'internal environment' of the organisation. The role of internal audits to assess the organisation as part of situation analysis for strategy development is discussed further in Chapter 4 including the 7S framework which was developed by consultants at McKinsey at the start of the 1980s and which stands for Strategy, Structure, Systems, Style, Staff, Skills and Superordinate goals.

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