The SWOT Analysis Between Myth and Reality

The aim of this paper is to question a visual instrument adopted by some theorists and practitioners in Romania, the SWOT Analysis. Starting from the model currently in use the authors proves using both the term analysis as well as the methodology of drawing up the table named “the SWOT analysis” not only it’s uselessness but also the danger of filling up with intellectual falsehood the instruments of strategic analysis. The danger is even greater as the above mentioned instrument is promoted in university manuals proliferating thus through the future managers a models that lacks scientific fundament and value.