Commercial Awareness
Commercial awareness is the understanding of the wider environment in which an organisation operates, recognising how internal and external factors can impact performance and decision-making. This concept highlights the benefits of employing commercially aware personnel and suggests how organisations can enhance their staff's commercial awareness.
Technique Overview
Commercial Awareness Definition
Commercial awareness refers to an individual’s broad understanding of how businesses operate internally and of the wider market and environmental issues affecting organisations (Owens et al., 1998). It is also the ability to apply this knowledge and understanding in practice to benefit organisations (Stephenson and Cook, 2005).
Commercial Awareness Description *
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Business Evidence
Strengths, weaknesses and examples of Commercial Awareness *
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Business Application
Implementation, success factors and measures of Commercial Awareness *
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Professional Tools
Commercial Awareness videos and downloads *
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Further Reading
Commercial Awareness web and print resources *
Commercial Awareness references (4 of up to 20) *
- Burt, S., Gabbott, M., & Miossec, A. (2019). 'Tesco and the Integration of Online and Offline Retailing'. Journal of Retailing and Consumer Services, 48, pp. 15-24.
- Cox, A., Chicks and, D. and Ireland, P. (2005) Overcoming demand management problems: The scope for improving reactive and proactive supply management in the UK Health Service. Journal of Public Procurement, Vol. 5(1), pp.1-22.
- Ellen, P., & Morris, G. (2020). 'The Body Shop: Leading Ethical Consumerism'. Journal of Business Ethics, 159(4), pp. 1021-1035.
- Feng, M., & Banerjee, P. (2021). 'Commercial Awareness in the UK Automotive Industry: The Case of Jaguar Land Rover'. International Journal of Automotive Technology and Management, 21(2), pp. 150-165.
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