Given the fluctuations and rate of change inherent in today’s business environment, it is more imperative than ever that business schools help prepare students to deal with an uncertain future. By enabling students to embrace uncertainty and to envision multiple future competitive environments, scenario planning provides the ability to craft multiple strategies and contingencies and better prepares today’s students to anticipate tomorrow’s crises. The three-phase approach provides faculty with a contemporary and applicable methodology for revitalizing the marketing strategy course.
Get full access to this article
View all access options for this article.
References
1.
Bandrowski, J. F.1990. Corporate imagination plus. New York: Free Press.
2.
Barker, J. (producer/director). 1990. Discovering the future: The business of paradigms. 30 minutes. Charthouse International Learning Corporation. Videocassette.
3.
Blanchard, K. , and T. Waghorn. 1997. Mission possible. New York: McGraw-Hill.
4.
Campbell, A. , and M. Alexander. 1997. What’s wrong with strategy?Harvard Business Review75 (6): 42-51.
5.
Courtney, H. , J. Kirkland, and P. Viguerie. 1997. Strategy under uncertainty. Harvard Business Review75 (6): 66-79.
6.
Day, G. S.1994. Continuous learning about markets. California Management Review (summer): 9-31.
7.
Excellence in Training Corporation (producer). 1994. Scenario thinking: Pathways to the future. 25 minutes. Compass Films International. Videocassette.
8.
Fahey, L. , and R. M. Randall, eds. 1998. Learning from the future: Competitive foresight scenarios. New York: John Wiley.
9.
“Grand masters of marketing.”1998. Marketing Management (summer): 22-28.
10.
Hamel, G. , and C. K. Prahalad. 1994. Competing for the future. Harvard Business Review (July-August): 122-128.
11.
Heirs, B. J.1987. The professional decision thinker. New York: Dodd, Mead & Co.
12.
Hill, R. C. , and M. Levenhagen. 1995. Metaphors and mental models: Sense-making and sensegiving in innovative and entrepreneurial activities. Journal of Management21 (6): 1057-1074.
13.
Kim, W. C. , and R. Mauborgne. 1998a. A corporate future built with new blocks. The New York Times, 29 March, 14-14.
14.
Kim, W. C.1998b. Value innovation: The strategic logic of high growth. Harvard Business Review75 (1): 102-115.
15.
Knowles, M. S.1980. The modern practice of adult education, revised and updated. Englewood Cliffs, NJ: Prentice Hall.
16.
Knox, A. B.1986. Helping adults learn. San Francisco: Jossey-Bass.
17.
Luehrman, T. A.1998. Strategy as a portfolio of real options. Harvard Business Review (September-October): 89-100.
Montgomery, D. B. , and C. B. Weinberg. 1998. Toward strategic intelligence systems. Marketing Management (winter): 44-52.
20.
Morrison, I.1996. The second curve. New York: Ballantine.
21.
Moyer, K.1996. Scenario planning at British Airways: A case study. Long Range Planning29:172-181.
22.
Piercy, N. F.1995. Marketing and strategy fit together (in spite of what some management educators seem to think!). Management Decision33 (1): 42-48.
23.
Porter, M.1979. How competitive forces shape strategy. Harvard Business Review (March-April): 41-48.
24.
Schoemaker, P.J.H.1995. Scenario planning: A tool for strategic thinking. Sloan Management Review (winter): 25-40.
25.
Schoemaker, P.J.H. , and K. van der Heijden. 1992. Integrating scenarios into strategic planning at Royal Dutch/Shell. Planning Review20 (3): 41-46.
26.
Schwartz, P.1991. Art of the long view. New York: Doubleday Currency.
27.
Simpson, D.1992. Key lessons for adopting scenario planning in diversified companies. Planning Review2 (3): 10-19.
28.
Slater, S. F. , and J. C. Narver. 1995. Market orientation and the learning organization. Journal of Marketing59 (July): 63-74.
29.
Slywotzky, A. J. , and B. P. Shapiro. 1993. Leveraging to beat the odds: The new marketing mindset. Harvard Business Review71 (5): 97-107.
30.
Weinstein, A.1996. Become an excellent marketing editor. Marketing News30 (17): 5-5.
31.
Wilkinson, L.1995. How to build scenarios. San Francisco, CA: Wired Ventures, Ltd.
32.
Wood, W.1997. So where do we go from here?Across the Board, 18 March. Available from the Internet at http://web4.searchbank.com/infotrac/session/144/651/13278730w3/41!mltview.
33.
Zentner, R. D. , and B. Gelb. 1991. Scenarios: A planning tool for health care organizations. Hospital and Health Services Administration36 (2): 211-222.
