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PESTLEEG Factors Framework
A Comprehensive External
Environmental Analysis for
International Management
By Dr. David Ming Liu, MBA, DBA
College of Business,
George Fox University
3–1
PESTLEEG Factors Framework
3–2
3–3
The External Environment
• The General Environment - PESTLEEG
The set of broad dimensions and forces in an
organization’s surroundings that create its overall
context.
Political dimension
Economic dimension
Social Cultural dimension
Technological dimension
Legal dimension
Ethical dimension
Environmental dimension
Geographical dimension3–4
Political Forces
• Democracy
• Dictatorship
• Mixed
3–5
Economic Forces
3–6
Social Cultural Forces
3–7
Technological Forces
3–8
Legal Forces
3–9
Ethical Forces
3–10
Environmental Forces
3–11
Geographical Dimensions
3–12
Location, Location, Location
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