This article is a conceptual undertaking and looks at one of the most popular qualitative analysis techniques, THE SWOT ANALYSIS. The technique suggested in this article has been empirically tested and developed based on the logical empiricists approach with a view to strengthen the present highly subjective technique. The new approach is expected to show higher validity, reliability, and comprehensiveness in the results. The method can be used to measure strength, weakness, opportunity, and threat of an organization, functional area, product, market, brand, and the like both in terms of short term as well as long term perspective.
展开▼
