Learn About Scenario Planning "Scenarios are thorough and probable views of how business environments might extend in to the future (Ringland, 2002)."

Scenario Planning

Concept Overview

Scenario Planning Definition

Scenario planning is a technique of strategic planning that relies on tools and technologies for managing the uncertainties of the future. It involves developing different plausible representations of an organisation’s future, based on assumptions about the forces driving the market and including different uncertainties (Kotler and Keller, 2011).

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Business Evidence

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Business Application

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Professional Tools

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Further Reading

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Scenario Planning References (4 of up to 20) *

  • (IIED) International Institute for Environment and Development (2009) Scenario Planning. Available online at: www.environmental-ainstreaming.org/documents/EM Profile No 9 - Scenario Planning (6 0ct 09).pdf.
  • Huss, W.R. and Honton, E.J. (1987) Alternative Methods for Developing Business Scenarios. Technological Forecasting and Social Change, Vol. 31(3), pp. 219-238.
  • Kotler, P. and Keller, L.K. (2011) Marketing Management. (14th Ed.) Prentice Hall, USA.
  • Lindgren, M. and Bandhold, H. (2009) Scenario Planning: The Link between Future and Strategy. Palgrave McMillan, UK.

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