Successful companies are those that can recognize and respond profitably to unmet needs and trends in the macro-environment. Unmet needs always exist. Companies could make a fortune if they could solve any of these problems: a cure for cancer; chemical cures for mental diseases; non-fattening tasty nutritious food; and practical electric cars. However, during the last decade, cross-border economic transactions have increased in scope (stretching) and intensity (deepening). This applies to trade flows, investment flows and financial flows, but also to flows of services, technology, information and ideas across national boundaries. Interdependence, among countries within the global economic, social and political system has increased. Decisions and activities of any country in the world greatly influence the participant's options in another country, even in the very distant ones considering culture or the economical situation each faces.



The above mentioned notions lead us to the fact that in modern economies, companies must operate and survive under the globalization norms and should make a careful examination of their macro-environment settings. These include the political, economic, social, and the technological environments they are in-also referred to as PEST Analysis.

Many preparations are already under way in the private sector, and intermediaries such as banks, consultants, accountants, trade associations and chambers of commerce are playing an important role in helping businesses. Independent providers of Information Technology services face a great challenge regarding their future. Confronting the customer, supplier, organizational, and competitive issues of each and every client a company has, will reveal new needs that have to be fulfilled regarding the technological systems they use. Pointing out the problems or the required conversions, IT companies are going to be able to help their clientele adapt to the changes that emerge. In fact, it is common knowledge that a company must always be prepared for change.

Once organizations have addressed the business issues that need to be solved or even transformed, then they need to look to their software suppliers and compare their offers. By performing early audits, informing sooner than their competitors their clients regarding the changes that are emerging and by investing time, quality, and money, in offering the best service possible, IT companies have a good chance of succeeding in the IT industry war that is rising among the information technology providers around the globe.