PEST Analysis Explained: Evaluating the External Environment

When deciding to take a business international, it is important to consider the political, economic, socio-cultural, and technological factors involved operating a business in each given country. Conducting a PEST analysis helps businesses understand the benefits and difficulties of expanding across borders.
Watch professor James Oldroyd, Professor of strategy at Brigham Young University, teach about what a PEST analysis is and why it is so important.
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