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Today, the use of SWOT analysis is increasingly popular for the strategic planning of businesses. However, we argue that a traditional and conventional way of approaching the SWOT analysis contains an interpretative mistargeting which, in the background, derives from the absence of a comprehensive evolutionary methodological framework. Therefore, a conventional SWOT analysis that articulates lists of strengths-weaknesses and opportunities-threats in an absolute and non-correlative way isdoi:10.11114/bms.v5i2.4233 fatcat:5ucuzpvvkzhepj2tdaborsih4e