To evaluate different planning techniques used to develop strategic plans, The Futures Group recently interviewed senior corporate executives at more than 100 U.S. companies. According to 43% of the respondents, competitor actions are the top external factor impacting their business.

SOURCE: Stephen H. Miller and Samuel Bentley, “Competitive Intelligence Increases Strategic Planning ‘Comfort Level,’”

Competitive Intelligence Magazine (January–March 1999), p. 5.

Discuss why you believe so many senior executives have indicated that competitor actions are the top external factor impacting their business.