Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 300-016-1
Published by: Cranfield School of Management
Published in: 2000
Length: 18 pages
Data source: Published sources
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

The commentary provides two descriptions of the future, arrived at by two different processes: Trend Analysis and Scenario Building (a summary of the Shell Global Scenarios (1995-2020). They provide examples of how plausible futures can be constructed which can aid the strategic thinker in at least three ways: (1) challenge the assumptions people might make when proposing strategies that will be delivered in the future; (2) help businesses anticipate, recognise, interpret and (perhaps) lead future events; and (3) provide insights into strategy debates. Or, can help the marketer test-out the longevity or future viability of products and/or brands.
Location:
Other setting(s):
2000 and beyond

About

Abstract

The commentary provides two descriptions of the future, arrived at by two different processes: Trend Analysis and Scenario Building (a summary of the Shell Global Scenarios (1995-2020). They provide examples of how plausible futures can be constructed which can aid the strategic thinker in at least three ways: (1) challenge the assumptions people might make when proposing strategies that will be delivered in the future; (2) help businesses anticipate, recognise, interpret and (perhaps) lead future events; and (3) provide insights into strategy debates. Or, can help the marketer test-out the longevity or future viability of products and/or brands.

Settings

Location:
Other setting(s):
2000 and beyond

Related