Vladimir Karadzhov1, Emilia Patarchanova2
1 Chief Assistant Professor, PhD, 2 Associate Professor, PhD
1,2 Department of Geography, Ecology and Environmental Protection, Faculty of Mathematics and Natural Sciences, South-West University “Neofit Rilski”, Blagoevgrad, Bulgaria
1 ORCID ID: 0000-0002-7514-5517, 2 ORCID ID: 0000-0002-1806-557X
Corresponding Author: Vladimir Karadzhov karadzhov@swu.bg
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https://doi.org/10.63711/ijdr.net20250301
ABSTRACT
This article offers a comprehensive and practical framework for creating an effective PESTEL analysis – one of the most widely used tools for macro-environmental scanning in strategic planning. The study begins by examining the theoretical foundations and academic evolution of the PESTEL framework across multiple domains, including management, marketing, innovation, and public policy. A detailed four-step guide is then proposed to support practitioners and researchers in conducting insightful and action-oriented analyses, enriched by examples, figures, and best practices. Emphasis is placed on common errors, contextual adaptation, and the value of scenario thinking in applying the tool to real-world decisions. A key contribution of this paper is the introduction of a Quantified PESTEL approach, which moves beyond qualitative judgment by incorporating structured, multi-criteria decision-making techniques such as AHP (Analytic Hierarchy Process), DEMATEL (Decision-Making Trial and Evaluation Laboratory), and ANP (Analytic Network Process). This methodology enables the assignment of measurable weights to each environmental factor and reveals interdependencies between them, ultimately producing a more data-driven and rigorous assessment of external conditions. A visualized model and summary table are provided to demonstrate how these tools can enhance the depth and reliability of PESTEL outcomes. The article concludes with practical insights and a call for future research exploring dynamic, sector-specific, or AI-supported applications of the PESTEL methodology.
Keywords: PESTEL Analysis, Strategic Planning, Quantified PESTEL, Multi-Criteria Decision-Making, AHP, DEMATEL, ANP, Environmental Scanning, Management Tools, Scenario Analysis
