CHAPTER - 3

BUSINESS ENVIRONMENTAL FACTORS -

A CONCEPTUAL FRAME WORK

This chapter consists of the meaning of entrepreneurial environment and the

different business environmental factors identified in literature as likely to influence

the growth of enterprises, as well as how the lack of them can constrain the

development of enterprises in our country. The focus of this literature review, then,

is to outline the logic used for the selection of variables for the research interview

schedule. To determine the different business environmental factors to be included

in the study a number of text books were reviewed.

3.1. Business Environment- Meaning and Importance.

The conditions or situations that affect business activities may be regarded as

the environment of business. In other words, business environment refers to the

surroundings and circumstances, which influence business operations. This

environment consists of forces and factors, internal or external to a business firm.

The skill and ability of employees, their attitude to work, relations between

managers and subordinates etc may be regarded as internal environment of business.

These are important factors, which may affect business operations. But these are

within the control of the businessman. By taking suitable steps the conditions can be

improved. On the other hand, external environment refers to all those aspects of the

surrounding of business, which are not within the control of the managers and may

affect business activities to a great extent1

 The external environment has, broadly, two components, viz, business

opportunities and threats to business. Similarly, the organizational environment (ie

the internal environment) has two components: Strengths and weaknesses of the

organization. The business decisions are conditioned by two broad sets of factors,

viz, the internal environment and the external environment2.

Business
Internal External
Decisions
Environment Environment

Factors Influencing Business

3.1.1. Definitions of Business Environment

The word business environment is defined by various authors as follows.

“Business Environment encompasses the ‘climate’ or set of conditions,

economic, social, political or institutional in which business operations are

conducted” Arthur M. Weimer.

“Environment contains the external factors that create opportunities and

threats to the business. This includes socio-economic conditions, technology and

political conditions” William Gluck and Jauch.

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 “Business Environment is the aggregate of all conditions, events and

influences that surround and affect it”. Keith Davis.

“The environment of business consists of all those external things to which it

is exposed and by which it may be influenced directly or indirectly”. Reinecke and

Schoell.

“The total of all things external to firms and industries that affect the

function of the organization is called business environment” Wheeler3.

On the basis of the above definitions, it is very clear that the business

environment is a mixture of complex, dynamic and uncontrollable external factors

within which a business/ industry is to be operated. But internal factors also have a

bearing on the strategy and other decisions of an enterprise.

3.1.2. Importance of the Study of Business Environment.

Before analyzing the various external environmental factors, let us consider

the importance of the study of business environment.

1. The study of business environment helps an organization to develop its broad

strategies and long term policies.

2. It enables an organization to analyze its competitors’ strategies and thereby

formulate effective counter strategies.

3. Knowledge about the changing environment will keep the organization

dynamic in its approach.

4. Such a study enables the organization to foresee the impact of the socio-

economic changes at the national and international level on its stability.

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5. Finally, as a result of the study, the executives are able to adjust to the

prevailing conditions and thus influence the environment in order to make it

congenial to business4.

3.2. Types of Business Environment

The environment of business is always changing and it is uncertain. The

business environment can be under two levels:-

A. Internal or Organization Environment

B. External Environment:-It consists of-

1. Micro Environment

2. Macro Environment

3.2.1. Internal Environmental Factors

Important internal factors which affect the enterprises are:-

[Link]. Value system

The value system of the founders and those at the helm of affairs has

important bearing on the choice of business, the mission and objectives of the

organization, business policies and practices.

[Link]. Management structure and nature

The organization structure, composition of board of directors, extent of

professionalization of management etc are important factors influencing business

decisions.

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[Link]. Internal power relations

Factor like the amount of support the top management enjoys from different

levels of employees, shareholders and board of directors have important influence

on decisions and their implementation.

[Link]. Human resources

The characteristics of the human resources like skill, quality morale,

commitment, attitude etc; could contribute to the strength and weakness of an

organization. Some organizations find it difficult to carry out restructuring or

modernization because of resistance by employees where as they are smoothly done

in some others.

[Link]. Company image and brand equity

The image of the company helps while raising finance, forming joint

ventures or other alliances, soliciting marketing intermediaries, entering purchase or

sale contracts, launching new products etc.

[Link]. Miscellaneous Factors

There are a number of other internal factors which contribute to the

success/failure of a business or influence decision- making in business.. They

include the following.

• Physical assets and facility like the production capacity, technology and

efficiency of the productive apparatus, distribution logistics etc are among the

factors which influence the competitiveness of a firm.

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 • Research and development and Technological capabilities, among other

things, determine a company’s ability to innovate and compete.

• Marketing resources like the organization for marketing, quality of marketing

men, brand equality and distribution network have direct bearing on marketing

efficiency.

• Financial factors like financial policies, financial position and capital structure

are also important internal environment affecting business performance,

strategies and decisions5.

3.2.2. External Environment of Enterprises:

It consists of

1. The Micro Environment of Enterprises

2. The Macro Environment of Enterprises

[Link]. The Micro Environment of Enterprises

The micro environment consists of the factors, having direct bearing on the

performance of an enterprise. These factors are more closely linked with the

business than the macro factors. The micro environment factors are discussed

below:-

a. Suppliers

These are the firms and individuals who supply the input like raw materials

and components to the company. It is very important to have a reliable source of

supply. Uncertainty regarding the supply or other supply problem will compel the

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companies to maintain high costs. It is very risky to depend on a single supplier.

Hence the company should have multiple source of supply6.

b. Customers

According to peter F. Drucker, “There is only one valid definition of

business purpose, that is to create a customer”. A business exists only because of its

customer. A company may have different categories of customers like individual,

household, industries and other commercial establishments, and government and

institutions.

Depending on a single customer is often too risky because it may place the

company in a poor bargaining position. With the growing Globalization, the

customer environment is increasingly becoming global. Not only that the markets of

other countries are becoming more open, the Indian market is becoming more

exposed to the global competition and the Indian customer is becoming more

“global” in his shopping7.

c. Competitors

The success of an enterprise depends upon its ability to satisfy the needs and

wants of consumers better than those of its competitors. The most common

competition which a company’s product now faces is from differentiated products of

other companies. eg. Philips TV faces competition from other companies like

Videocon, BPL etc. (ie, brand competition). Philip Kotler is of the opinion that the

best way for a company to grasp the full range of its competition is to take the

viewpoint of buyers8.

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 Due to the liberalization, the competitive environment in India has been

undergoing a sea change. Many companies restructured their portfolio and

strategies. In many industries where a seller’s market existed a buyer’s market has

emerged9.

d. Marketing Intermediaries

These are the firms that help the company to promote, sell and distribute its

goods and services to the final buyers. They include middlemen, physical

distribution firms, marketing services agencies and financial intermediaries.

Middlemen such as wholesalers and retailers buy merchandise and resell. Physical

distribution firms such as warehouses and transportation firms help the company to

stock and move goods from their point of origin to destination. Marketing service

agencies such as marketing research firms, advertising agencies and marketing

consulting firms help the company in targeting and promoting its products to the

right markets. Financial intermediaries such as banks, credit companies and

insurance companies help in financial transactions or insure against the risks

associated with the buying and selling of goods. The company has to develop strong

relationship with all these for the successful operation of its business10.

e. Financiers

Another important micro environmental factor is the financiers of the

company. Besides the financing capabilities, their polices and strategies, attitudes (

Including attitude towards risk) ability to provide non-financial assistance etc. are

very important .

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f. Public

A company has to protect the interest of certain public in its environment.

The environmentalists, consumer protection groups, media persons and local people

are some of the well known examples of public. In our country some companies are

seriously affected by media public. Some companies are affected by local publics.

Environmental pollution is an issue often taken up by a number of local publics.

Non-government organizations (NGOs) have been raising protests against child

labour, cruelty to animals, environmental problems, deindustrialization resulting

from imports and so on11.

g. Labour

The companies, where hundreds of workers are employed, the labour force is

organized in the form of trade unions. The trade unions interact with the

management for higher wages and bonus, better working conditions etc. They

pressurize the management for the fulfillment of their demand and even resort to go

slow tactics such as strikes, gherao etc..

h. Regulatory Agencies:

The regulators include government department and other organizations

which monitor the activities of business. The example is income tax department,

other revenue departments, quality control departments etc. Besides these

professional bodies such as Institute of Chartered Accountant of India may also

prescribe certain standards and practices for the business in their respective areas12.

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[Link]. The Macro Environment of Enterprises

Macro environment is also known as general environment. The macro forces

are generally, more uncontrollable than the micro forces. When the macro

environment is uncontrollable, the success of an enterprise depends on its

adaptability to the environment. Important macro environment factors include:-

economic environment, technological environment, natural environment, political

and governmental environment, Socio-cultural environment, demographic

environment and Global environment13.

a. Economic Environment

Economic environment of a business has reference to the broad

characteristics of the economic system in which the business operates. The survival

and success of a business enterprise is finally decided by the economic environment

and various market conditions. The economic environment comprises a wide

spectrum of items, namely land, availability of raw material, skilled labour,

infrastructure, machinery and capital. In addition to these the other important

external factors that affect the economic environment of a business are as follows.

a.1. Economic Condition

The general economic conditions prevailing in the country viz national

income, per capital income, economic resources, distribution of income and assets,

economic development etc are important determinants of the business strategies.

Business cycles and economic growth of the economy are important factors defining

the economic environment. The stage of economic development decides the size of

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the local or domestic market. In economies where the income of the people is rising,

the business prospects will be brighter and investment will get automatics attraction.

Recently growing income of middle class in India has encouraged foreign investors

to invest in India14. Other important economic conditions are Human resources,

Foreign exchange reserve position, Demand and supply trends, inflation/ Deflation

etc.

a.2. Economic System:

The economic system operating in the country also affects the business

enterprise to a very great extent. The economic system of a country may be

capitalist, socialist, communist or mixed.

a.3. Economic Policies: -

There are several economic policies which can have a very great impact on

business. Important economic policies are industrial policy, trade policy, foreign

exchange policy, monetary policy, fiscal policy and foreign investment and

technology policy, business laws etc.

a.3.1. Industrial Policy:-

Industrial policy can even define the scope and role of different sectors like

private, public, joint and cooperation, or large medium, small and tiny. It may

influence the location of industrial undertaking, choice of technology, scale of

operation, product mix and so on.

In India, until the liberalization ushered in 1991, the scope of private sector,

particularly of large enterprises, was very limited. In pre-liberalization era, the

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government policy was a severe constraint on the portfolio and growth strategies of

companies. The liberalization has enormously expanded the business opportunities.

It has at the same time tremendously increased the competition tending to make

survival of the fittest the order.

a.3.2. Trade Policy

Trade policy can significantly affect the fortunes of the firms. For example,

a restrictive import policy or a policy of protecting the home industries, may greatly

help the import competing industries, while a liberalization of the import policy may

create difficulties for such industries. As part of economic liberalization and WTO

compliance, India has very substantially liberalized imports. Domestic firms now

face increasing competition from imports. Many Indian firms which do not come up

to the international standards-in quality, cost marketing, after sales service etc. will

not be able to survive.

a.3.3. Foreign Exchange Policy

Exchange rate policy and the policy in respect of cross border movement of

capital are important for business. The abolition /liberalization of exchange controls

all-round the world since the late 1970’s has encouraged cross-border movement of

capital.

[Link] Investment and Technology Policy

After 1991, foreign capital and technology policies have been substantially

liberalized. It will increase the domestic competition. At the same time it would

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benefit many domestic firms- by permitting global sourcing of capital and

technology.

a.3.5. Fiscal Policy

Government’s strategy in respect of public expenditure and revenue can have

significant impact on the business. Public expenditure improves the infrastructure

facilities with in the country. Different taxation policy like Income Tax, VAT, excise

duty etc. of the Government will affect the business/ industries.

a.3.6. Monetary Policy

Monetary policy of the central bank like increase/decrease in Cash Reserve

Ratio (CRR) or Statutory Liquidity Ratio (SLR) , Repo rate etc will significantly

affect the volume of loanable fund with the commercial banks15.

b. Technological Environment

Technological environment consist of those factors related to knowledge

applied and the materials and machines used in the production of goods and services

that have an impact on the business of an organization16. Technological changes may

enable a firm to achieve its objectives or threaten the existence of the firm .A firm

which is not able to cope with changing technology may not survive. Fast changes in

technological factors can create problems as they render plants and products

obsolete very quickly17. Technological development may increase the demand for

some existing products. For example, voltage stabilizer helps to increase the sale of

electrical appliances.

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 The information technology has vastly transformed the marketing and

financial marketing scenario. Technology often provides a competitive advantage

success in many industries. Success in many industries has a lot to do with R&D and

innovation. There are many factors which stimulate the innovative drive of a firm.

These include the company’s own strategy, demanding customers, competition,

certain social forces, government policies etc. An important strategic issue

confronting many firms is whether to be a technology leader or follower-there are a

number of advantages and disadvantages associated with both.

A Company may also source a technology externally, like from R&D

Organizations, other firms (including foreign firms). While sourcing foreign

technology the firms should ensure that the technology it chooses is the appropriate

one and should be able to properly absorb the technology. Restrictions on foreign

technology, scale of the operation, type of technology etc very adversely affected the

Indian business in the past. The liberalization has significantly improved the

situation.18

c. Natural Environment

As Watrick and Wood observe, “the natural environment ultimately is the

source and support of everything used by business (and almost any other human

activity)-every raw material, every energy source, every life-sustaining factor, even

every waste disposal site”. The geographical and ecological factors, such as natural

resource endowments, weather and climate conditions, topographical factors,

locational aspects in the global context, port facilities etc. are all relevant to

business. Ecological factors have recently assumed great importance. The depletion

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of natural resources; environmental pollution and the disturbance of ecological

balance have caused great concern19.

d. Political and Government Environment

Political and government environment has close relationship with the

economic system and economic policy. In the present world, government

intervention in business activity is a hard fact. Under a democratic set up, the

ideology of the ruling party influences ownership, management and size of a

business. Political stability of the country is another factor which affects business

activities. Business thrives where there is political stability. All business firms are

affected greater or lesser level by the changes in government programs at the central,

State or local bodies. Such programs are usually the result of shifts in the political

weather arising from changes in the attitudes, preferences and objectives of voters

and political leaders. Businessmen try to anticipate changes in government policies

or in the political forces at the back of them so that they may be able to operate

successfully20

In many countries, there are a large number of laws that regulate the conduct

of the business. These laws cover matters as standard of product, packing,

promotion, ethics, ecological factors etc. For most countries, protecting the interest

of consumers, governments have introduced so many regulations. There are so many

statutory controls on business in India. Although the controls have been substantially

brought down as a result of liberalization, a number of controls still prevail21.

Governments pass legislation on such matters as wages and prices,

employment opportunities, safety and health at work, location, what the plant can

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emit into the air, how much noise the product can make and other similar matters.

The actions of the Government affect the strategic choices of business. They may

increase or curtail business opportunities .The following are some of the examples of

opportunities that are created by the actions of Governments. - Governments are

large purchasers of goods and services.-Central as well as State Governments in our

country provide subsidies and incentives to small-scale industries which help them

to withstand competition from large industries- Governments protect home

industries against “unfair” foreign competition22.

e. Demographic Environment

Demography refers to the study of the human population especially with

reference to age structure ,gender, income distribution, family size, family life

cycle(for eg:-young, single, married, no children, young married with

children…..),occupation, education, social class, religion, race, nationality etc. All

these factors have very significant implications for business. All these informations

relating to population help in selecting the items to produce, the channel of

distribution, advertising media, choice of marketing methods and other business

decisions. The choice of manufacturing or trading site would be influenced by the

size of the population. Governments always look to the demographic considerations

in terms of their licensing policy. Manufacturing units, particularly those which

cause air or noise pollution are not permitted to operate in thickly populated area

that is the reason why every State Government has established industrial estates

away from residential areas23.

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 If there is a change in population, there will be a change in the demand for

products or services. If there are fewer people to buy a product or services, the

primary demand for that product or service will be affected. In developed countries

like U.S.A and Canada the population growth rate is declining. In the case of

underdeveloped countries like India, population growth rate is increasing. This can

affect a firm’s location strategy24.

f. Socio-Cultural Environment

The type of products to be manufactured and marketed, the marketing

strategies to be employed, the way the business should be organized and governed,

the values and norms it should adhere to, are all influenced by the social structure

and culture of a society.

The buying behavior of consumers, their preference, attitudes, beliefs,

lifestyles and social values change over a period of time. These social and cultural

changes affect the business strategies of an organization.

Culture, broadly determines the type of goods and services a business should

produce. The type of food people eat, the cloth they wear and building material they

use to construct houses, vary from culture to culture. The values and beliefs

associated with colour also vary from culture to culture. Green is favourite colour in

Arab countries, where as in Malaysia it is associated with illness. Red is a favourite

colour in communist countries, where in many African countries, it is an unpopular

colour. Therefore, while designing a product, the business must take into account the

values and beliefs associated with colours.

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 Social changes also influence the business policies of an organization. Some

examples are:- Once it was thought that three children are sufficient for a family.

Now people prefer to have a small family with one child. This change has a big

impact on baby food, toys and other such items. At one time, retired people lived

with their children. Now the trend is to live alone. This has a big impact on builders.

Newer attitude on the part of the workers and employees about how many

hours they wish to work, what kind of supervisory style they expect etc, affect the

strategy formulation of a business. The emergence of strong consumer movement is

having its own impact on business strategy .The growth of strong consumerism in

India has led to the passing of consumer protection Act, 198625.

g. International(Global) Environment

The international environment mainly consists of those factors which have

an impact on foreign trade of a country due to globalization and privatization. Those

factors may be foreign policy, international treaties and foreign investment policy

and various acts which are concerned with the dealings with other countries in trade

matters. With the introduction of economic reforms and the policy of liberalization

in our country, our exports have increased considerably and many foreign

companies started to trade with our country26.

Globalization has both beneficial and harmful effects. Indian business suffers

from a number of disadvantages in respect of globalization of business .The

government policy and procedures in India are among the most complex, confusing

and cumbersome in the world. Another problem is that the high cost / inadequacy of

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many vital inputs and other factors like raw materials and intermediates, power,

finance, infrastructure facilities like port etc. tend to reduce the international

competitiveness of the Indian business. There are also problems related to

technology ,small size and lack of experience of firms, poor quality, lack of R&D

efforts etc.

Although India has several handicaps, there are also a number of favourable

factors for globalization of Indian business. These include the human resources,

growing entrepreneurship, growing domestic market, growing foreign market for

Indian products etc27.

The new economic policy of India is expected to encourage the

internationalization of Indian business with removing all international environmental

obstacles. The increasing domestic competition is compelling many companies to

pursue international trade. The foreign collaboration is enabling Indian companies to

upgrade their production methods28.

From the above discussions, it is clear that the business environment is

dynamic. Many environmental factors change either frequently or periodically.

Hence, business policy and strategy should be dynamic enough to meet the changing

environment. The success or failure of an enterprise whether it is small or large,

depends upon the support of favorable business environment where it operates.

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References

1. Neelamegam, V. (2008), Business Environment, Delhi: Vrinda Publications

(P) LTD. P.23.
2. Cherunilam, Francis (2007), Business Environment Text & Cases, Mumbai:
Himalaya Publishing House, p.3.
3. Neelamegam, V, op. cit., p.24.
4. Chidambaram, K. and Alagappa, V. (2005), Business Environment, New
Delhi: Vikas Publishing House PVT LTD, pp.2-3.
5. Cherunilam, Francis, op. cit., pp. 6-7.
6. Chidambaram, K. and Alagappa, V, op., cit., p.3.
7. Cherunilam, Francis, op. cit., p.8.
8. Neelamegam, V, [Link]., p. 29.
9. Cherunilam, Francis, op. cit.,p. 9.
10. Chidambaram, K. and Alagappa, V, op., cit., p.4.
11. Cherunilam, Francis, op. cit.,p. 10.
12. Joshi, Rosy and Kapoor, Sangam (2007), Business Environment, New Delhi:
Kalyani Publishers, pp.3-4.
13. Cherunilam, Francis, [Link].
14. Joshi, Rosy and Kapoor, Sangam, op. cit .,p.5.
15. Cherunilam, Francis, op. cit.,pp. 48-50.
16. Neelamegam, V, [Link].,p.40.
17. Chidambaram, K. and Alagappa, V, op., cit., p. 12.
18. . Cherunilam, Francis, op. cit.. 102-103.
19. Ibid., pp.80-81.
20. Neelamegam, V, [Link].,p.41.
21. Cherunilam, Francis, op. cit.,p. 66.
22. Chidambaram, K. and Alagappa, V, op., cit., p.10.
23. Neelamegam, V, [Link].,p.39.
24. Chidambaram, K. and Alagappa, V, op., cit., p.11.
25. Ibid., p. 13.
26. Neelamegam, V, [Link].,p. 34.
27. Cherunilam, Francis, op. cit.,p. 656.
28. Neelamegam, V, loc. cit.

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