External considerations include societal, political, regulatory, and community factors along with competitive conditions and overall industry attractiveness; a company's market opportunities and threats. External considerations on the other hand are of great importance in today's business world due to the global market that exists.
Primary internal considerations are company strengths, weaknesses, and competitive capabilities; managers' personal ambitions, philosophies, and ethics; and the company's culture and shared values. Internal considerations have become a very important part of a company's strategy in the past few years. A corporation's strategy must be written so that a corporation is seen as a good corporate citizen.
One example of how this can go wrong is when Enron was made a choice to use questionable bookkeeping methods in order to show a huge profit for people in higher levels of management with huge bonuses while at the same time hiding an enormous amount of debt. Tom Fowler of the Houston Chronicle Enron reported the following example about how an Enron employee profi