The study of the effective factors on environmental scanning in collecting and applying the information by publishers’ managers in the private sector of the electronic publishing in Tehran

The purpose of this study is to investigate the effective factors of environmental scanning in collecting and applying information by private publishers’ managers in Tehran using the information resources from the external environment of their business organization so that they can make the best decisions regarding their electronic publication by means of credited information. The population encompassed 100 active publishers 80 of whom were randomly selected. The instruments of the research were an environmental scanning questionnaire including 16 resources and 6 external environmental parts. The content validity and reliability of the instrument was calculated 0.919 by means of Cronbach's alpha. The results indicated that among the external environmental factors, the economic factor was the most important environmental factor. Also, among the information resources, customers were the most important one. The subordinate managers enjoyed utmost importance and reliability. Based on Pearson analysis, there is a significant relationship at 0.001>p between the perceived accessibility and perceived quality from an information resource and the frequency of its use in environmental scanning. Additionally, there is a significant correlation between the perceived environmental uncertainty and the frequency of the use of each information resource and the amount of environmental scanning by electronic publishers’ managers in Tehran.