Subject category:
Strategy and General Management
Published by:
Cranfield School of Management
Length: 18 pages
Data source: Published sources
Notes: To maximise their effectiveness, colour items should be printed in colour.
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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
Subject category:
Strategy and General Management
Published by:
Cranfield School of Management
Length: 16 pages
Notes: To maximise their effectiveness, colour items should be printed in colour.
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
Subject category:
Strategy and General Management
Published by:
Cranfield School of Management
Length: 16 pages
Notes: To maximise their effectiveness, colour items should be printed in colour.