Away With SWOT Analysis: Use Defensive/Offensive Evaluation Instead

Abstract

SWOT analysis, which delves into a business' strengths, weaknesses, opportunities, and threats, is used widely in firms and classrooms to distill fragmentary facts and figures into concise depictions of the strategic landscape. Yet despite its popularity and longevity, the SWOT approach to situation assessment often is ineffective. This article begins with a brief critique of the SWOT framework ­and typical SWOT analysis guidelines. Thereafter, Defensive/Offensive Evaluation (DOE) is advanced as an effective alternative to SWOT analysis. Because DOE is more theory-driven, it poses keener questions and promises more illuminating answers.