Scenario Planning: A New Approach to Teaching Marketing Strategy

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, scen...

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Bibliographic Details
Published in:Journal of marketing education 1999-08, Vol.21 (2), p.146-155
Main Authors: van Doren, Doris C., Smith, Darlene Brannigan
Format: Article
Language:English
Subjects:
Market strategy
Marketing
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Summary: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.
ISSN:0273-4753
1552-6550
DOI:10.1177/0273475399212008