Internal Assessment

Opposite to the previously covered topic, an internal assessment looks at topics that affect a firm from within. This could be strengths or weaknesses and just like external factors, these internal factors can change quite quickly so it's important to review regularly. Working together internally can also improve morale and productivity because different departments and groups can align on direction and obtain a better understanding of different aspects of the firm.

Strengths that position a firm to maintain a competitive advantage are distinctive competencies. Continuous improvement is an important aspect of any company to leverage strengths but also to improve on identified weaknesses to further improve their distinctive competencies thereby bolstering competitive advantage. This process can be quite elaborate and require input and effective coordination from numerous departments but is key to organizational success.

Adobe has taken the internal assessment process and continued to expand and continuously improve leading to enhanced security measures, business continuity and disaster recovery plans, and better services offered to external customers through improving hiring practices and investing in training and awareness (source). These practices have lead to Adobe being recognized on Fortune 100 Best Companies to work for 19 years running, People's 50 Companies that Care list for the third consecutive year, and for the fourth year in a row and a score of 100% Corporate Equality Index by the Human Rights Campaign (source). The awards are reflective of the successful internal assessments that continue to focus on target markets and provide products well catered to their ever growing needs.