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Managing future uncertainty: Reevaluating the role of scenario planning.

Oliver, J. J. and Parrett, E., 2018. Managing future uncertainty: Reevaluating the role of scenario planning. Business Horizons, 61 (2), 339-352.

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BH_ScenarioPlanning_Manuscript.pdf - Accepted Version
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DOI: 10.1016/j.bushor.2017.11.013


The business environment for many firms is changing rapidly and is becoming increasingly uncertain due to the disruption caused by new digital technologies, deregulation, new business models, and the threat of new competitive entrants. This dynamic competitive environment increases the level of uncertainty for senior executives and strategic planning teams who bear responsibility for the strategic development of the firm, particularly in terms of the future direction, scope, and the strategy required to deliver on corporate objectives. This in turn, places increased scrutiny on the strategic planning tools that are used to undertake a rational and comprehensive analysis of the competitive dynamics that inform strategy formulation. This article presents empirical findings and reflections on a scenario-planning project that sought to develop a long-term corporate level strategy. While scenario planning is an established constituent of the strategist's toolbox, the increasing level of dynamism and uncertainty in many markets has meant that it has seen a resurgence. This article presents empirical findings on how the scenario-planning tool was selected and applied before reflecting on the individual and organizational outcomes of using scenario planning to develop an organizational strategy in uncertain market conditions.

Item Type:Article
Group:Faculty of Media & Communication
ID Code:30171
Deposited By: Symplectic RT2
Deposited On:05 Jan 2018 11:46
Last Modified:14 Mar 2022 14:08


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