Internal- The importance of conducting an internal audit is mostly looking into what is an organization really about like for the example the culture, procedures, management, employees, setting and the insights of a company overall. It is important to do this because you want to make sure the company/firm you are getting involved with has a good culture and well rounded management and employees. It’s also a good way to check out the companies history and what separates their company from another company you may be looking at. In my opinion the Internal is more important because it really can show what your getting into with a company.
External- The external audit is the media, customers, other stakeholders, or investors that the company your looking into is associated with. Some important factors of the external is to find out why customers like shopping there or what about the companies social media drives consumers to the business.
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