How is your view of the future?

A commentary discusses author Peter Schwartz's argument for scenario planning as a tool any industry can use to plan for and anticipate the future. Bank managers should take a stab at what their customers 25 to 50 years from now will expect from their bank. They could find the exercise makes th...

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Bibliographic Details
Published in:ABA bank marketing 1998-05, Vol.30 (5), p.18
Main Author: Koonce, Richard
Format: Article
Language:English
Subjects:
Bank management
Banking industry
Banks
Corporate planning
Customers
Future
Marketing
Strategic planning
Online Access:Get full text
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Summary:A commentary discusses author Peter Schwartz's argument for scenario planning as a tool any industry can use to plan for and anticipate the future. Bank managers should take a stab at what their customers 25 to 50 years from now will expect from their bank. They could find the exercise makes them identify new business priorities, or generates badly needed creativity to help them deal with current day marketing and business challenges.
ISSN:1539-7890
2332-9971