Description
Unter Szenarioplanung versteht man eine spezielle Methode der Vorhersage zuknftiger politischer, konomischer und demographischer Entwicklungen, die das Funktionieren eines Unternehmens beeinflussen knnen. Diese Technik wird hier von renommierten Vorreitern auf diesem Gebiet ausfhrlich beleuchtet – so lernt der Manager, verschiedene Implikationen plausibler Ereignisse und Einflsse systematisch zu durchdenken. (11/97) Dr. Liam Fahey is co-founder and executive director of Leadership Forum, Inc. (Liam.Fahey@leadershipforuminc.com) and the creator and leader of its Intelligence Leadership Forum. He has been a faculty member at Northwestern University’s Kellogg School of Management and Boston University, and he now serves as Professor of Management Practice at Babson College. His consulting, teaching, research and writing focus is on enabling organizations to win in the marketplace through enhanced marketplace intelligence and insight. He advises leaders, conducts workshops, consults to analysis specialists and engages with work teams in all facets of generating and leveraging marketplace intelligence and insight. The author or editor of eight books and over fifty articles or book chapters, he has won all three major awards from the Journal of Marketing (the Maynard, Alpha Kappa Psi, and Jagdish Seth Award) as well as the Marketing Science Institute’s best paper award. Partial table of contents: INTRODUCTION TO SCENARIO LEARNING. Integrating Strategy and Scenarios (L. Fahey & R. Randall). Using Scenarios to Identify, Analyze, and Manage Uncertainty (B. Marsh). BASIC APPROACHES TO CONSTRUCTING SCENARIOS. Scenario Planning: Mapping the Paths to the Desired Future (D. Mason). Testing Your Strategies in Scenarios (C. Perrottet). Scenarios for Global Investment Strategy for the New Century (P. Schwartz & J. Ogilvy). SCENARIO APPLICATION IN DIVERSE CONTEXTS. Competitor Scenarios: Projecting a Rival’s Marketplace Strategy (L. Fahey). MANAGING THE ORGANIZATIONAL CONTEXT FOR SCENARIO LEARNING. Articulating the Business Idea: The Key to Relevant Scenarios (K. van der Heijden). The Cross-Scenario Planning Process (D. Randall & R. Wilson). Notes. About the Author. Index.
