Good points, @Nefertini. Technology is also an important consideration in today's market climate. With e-books and electronic devices like tablets and laptops gaining in popularity, companies have to keep up with the latest technological devices and phase out things that fit old technologies and focus on developing new technologies as well as products and services that are aligned with current technologies. If I were starting a business or owned an already existing one, I'd do a SWOT analysis along with a Pestle analysis. A SWOT analysis looks at strengths, weaknesses, opportunities, and threats a business, product, or project faces. Technological strengths, weaknesses, and opportunities are critical factors to examine before launching something new or advertising a current product or service.