SWOT or TOWS Matrix?
While I was teaching Business Policy, I noted the limitation of the SWOT analysis because students did not take the next step in developing alternative strategies based on the internal strengths and weaknesses and the external opportunities and threats.
Consequently, I developed the
TOWS Matrix. The original article "The TOWS Matrix--A Tool for Situational Analysis" was published in LONG RANGE PLANNING, Vol. 15, No. 2, 1982, pp. 54-66.
This model has been used for research and strategy formulation around the globe. In the meantime, I applied the concept to career strategy as well as for analyzing the competitive advantages of nations.
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