Strategic diagnostics and management decision making: a hybrid knowledge‐based approach

A conceptual model is introduced whereby the focus is placed on environmental scanning, diagnostics and decision‐making on the basis of managerial judgement through the application of tools such as intelligent agents, hybrid intelligent systems, scenario analysis and knowledge‐based systems. The model has a critical stage as an antecedent to the strategic advice that encompasses the issues of strategic fit to purpose (theme, industry, company and strategic business unit‐driven). A number of applications dealing with these four layers are shown, as well as an illustration of hybrid intelligent systems for strategic marketing planning. Copyright © 2007 John Wiley & Sons, Ltd.     

Connecting adaptation and strategy: The role of evolutionary theory in scenario planning

In this study, evolutionary theory is used to analyze and critique the strategic process of scenario planning. We argue that scenario planning can be strengthened as a theory- and practice-oriented process through the incorporation of evolutionary theory in the scenario narrative process, and in the subsequent implementation phases in response to environmental change. First, this paper addresses scenario planning in relation to theoretical perspectives on strategic planning and forecasting. Then, the concepts of variation, selection, retention, organizational learning and inertia are used to analyze scenario planning as a strategic process. This study argues that because scenario planning mirrors modes of variation and selection at the organizational level, evolutionary theory is a useful approach for assessing the plausibility of scenario narratives and strengthening the theoretical foundation of scenario planning as a process. By utilizing an evolutionary framework throughout the scenario planning process, this method has a better chance of encouraging exploratory strategic thinking without reinforcing non-blind variation or inertial practices. Concepts including inertia can also be used to better address bias and myopia in the scenario planning process. Additionally, evolutionary theory can be used to assess how entities learn from the outcomes of scenario planning as the environment changes over time.     

Navigating in the Midst of More Uncertainty and Risk

With the steady increase in the variety and scale of uncertainties and risks, the challenges for today's executives have become ever more complex and daunting. One powerful tool for navigating among different risks and uncertainties is scenario planning. From its early days of use within Shell, scenario planning has evolved in ways that make it better suited to the tasks of identifying, analyzing, and managing various financial risks across different industries. During the last ten years, Morgan Stanley has also been using scenario planning to gain a better understanding of key risks and uncertainties facing the financial services industry, ranging from the consequences of possible changes in the dollar to the emergence of hedge funds and the remarkable growth of China and India. In discussing the benefits of scenario planning, the authors note its potential to help management in a number of ways:

• ? By challenging conventional thinking and current assumptions about its industry and world;
• ? By identifying key signals or potential direction changes ahead of time, which is especially important when lead times to invest, hedge, or change assets are limiting factors;
• ? By identifying and assessing the value of strategic or “real” options—options to invest in new opportunities or limit downside risks that may suddenly open up or disappear, and that man‐ agement must be prepared to “exercise” quickly and decisively;
• ? By reinforcing the recognition that value added comes not just from better strategic thinking and planning, but from the role of risk management in helping companies take advantage of new opportunities;
• ? By encouraging more cross‐divisional and firm‐wide conversations about strategic choices and options, thereby creating a shared understanding of and greater consensus about chosen strategies; and
• ? By forcing them to go beyond the limits of typical three‐to‐five year forecasting limitations to think hard about longer‐term strategic choices.

     

Continuity,contingency and context: Bringing the historian's cognitive toolkit into university futures and public policy development

This paper explores the affinities between the cognitive approaches of historical study and those of strategic foresight, specifically, scenario planning, drawing out their capacity to problematise perceived certainties and challenge deterministic beliefs. It suggests that “thinking with history” has the potential to enhance strategic understanding and decision-making. Two high-level decision-making contexts – university executives and Government Departments – are then discussed with regards to the barriers to such strategic thinking. The paper draws on a wider research project exploring the role for historical thinking in public policy development.     

Scenarios to challenge strategic paradigms: Lessons from 2025

As a process looking for alternative visions of environment and corporate futures, scenario planning challenges strategic paradigms. In that way, scenario planning is dealing with the different beliefs of the many actors who make the organization and its global and business environments. Among these beliefs, emerging ideologies are one of the main shaping factors for the construction of new visions of corporate environment and corporate futures. To analyse the interaction between scenario planning and emerging ideologies, this paper will first propose a conceptual framework based on the dynamics of strategic paradigms. Second, it will discuss Electricité de France 2025 scenarios longitudinal case study in the context of the diffusion process of the French so called prospective approach to show interests and traps of scenario planning to manage paradigm shifts.     

To boldly go where no man has gone before: integrating cognitive and physical features in scenario studies

A recent surge in the literature shows that scenario studies are very much back in vogue. The revival of the scenario approach to strategic planning, however, also shows that the method has developed rather one-sidedly both in theory and practice. The dominant trend in scenario thinking is that scenario construction is used primarily as a cognitive exercise, involving mental processes only. In this paper we aim to complement this development by arguing for a more integrated approach, involving both cognitive and “physical” features. Such an approach combines more traditional cognitive elements of scenario studies with, for example, organizational experiments, deliberately made small mistakes, and external corporate ventures. Moreover, we introduce a typology of scenario studies based on two salient assumptions that characterize the field.     

Scenario projects in Japanese government: Strategic approaches for overcoming psychological and institutional barriers

Scenario planning in the public sector has significant differences from scenario planning in the corporate world. Scenario planning in the government not only tends to be focused on issues of higher complexity and significance to public policy, but also in comparison to people in the private business, public officials have fundamental psychological and institutional constraints in their scenario thinking. These constraints make it difficult for them to contemplate multiple ‘untidy’ futures and imagine the possibility of policy failure: skills which are essential for successful scenario projects. Based on specific characteristics of scenario planning in the Japanese government, this paper contributes on better understanding the challenges and strategic solutions in providing more successful scenario planning in the public sector. Specifically, this paper argues that possible solutions in overcoming these constraints may be to shake public bureaucrats out of their thinking by providing free and open venues of conversation and more importantly through ‘derailment’ exercises.     

Perceptions of the relationship between scenario planning and firm performance: A qualitative study

This paper presents research findings from the application of scenario planning in multinational firms that operate in competitive industries. We use exclusive and not publicly available data to investigate the link between scenario planning and firm performance from a qualitative perspective. The focus was primarily on firms that had real-life experiences with this strategic tool. Our research suggests that scenario planning is interwoven in how strategy is formulated and that it has a major influence on decisions taken by management. We also found that none of the firms reported formal efforts of assessing the success rate of scenario planning. Participants report that this is due to difficulties in measuring qualitative and quantitative outcomes and because standardized assessment tools are not readily available for this kind of strategic intervention. Overall, participants generally regarded scenario planning as an effective intervention with a positive contribution to the firms’ performance. When pressed for more detail, participants revealed that scenario planning techniques were useful in exploring the business environment and future risks, isolating trends, understanding interdependent forces, and considering the implications of strategic decision-making.     

Marketers expressing the future: Scenario planning for marketing action

Thomas Friedman exhorts us to imagine the future [1] - we urge marketers to invent the future, to learn the future faster, and to deliver the future earlier. Marketers are asked to develop scenarios about emerging technologies such as broadband wireless but more often than not have no education or training in scenario planning. Also marketers are often stuck in a strategic planning mindset based on successful replication of past marketing strategies. Strategic management and marketing learning has ventured into futures and foresight methodologies, but with strong focus on conventional macroscopic high-level scenario planning methods.This paper positions scenario planning as a method to express the future vision, both tacit and explicit, of business, products and services in a clear succinct story form, to underpin all elements of a marketing strategy (goals, position and execution). The scenario planning for marketing action (SPMA) model is introduced and discussed incorporating eight principles: moderation and time compression; storytelling led new product and service development; customer orientation; iterative dynamic scenarios; complexity science to foster non-linear thinking; risk weighted scenarios; participant hosted scenario workshops; springboard consolidation.The SPMA method was proven and evolved within postgraduate Executive education courses in Sydney and Bangkok from 2003 to 2007. This approach is fundamental for marketers to gain competences in “learning the future faster”, thus possessing capabilities to imagine and invent the future and deliver the future earlier.     

Perceived Environmental Uncertainty in scenario planning

Scenario planning is a strategy tool with growing popularity in both academia and practical situations. Current practices of scenario planning are largely based on existing literature which utilises scenario planning to develop strategies for the future, primarily considering the assessment of perceived macro-external environmental uncertainties. However there is a body of literature hitherto ignored by scenario planning researchers, which suggests that Perceived Environmental Uncertainty (PEU) influences the micro-external as well as the internal environment of the organisation. This paper reviews the most dominant theories on scenario planning process and PEU, developing three propositions for the practice of scenario planning process. Furthermore, it shows how these propositions can be integrated in the scenario planning process in order to improve the development of strategy.     

Strategic Management Thinking and Practice in the Public Sector: A Strategic Planning for All Seasons?

This paper explores how strategic management thinking manifests itself in strategic management practice in the public sector. Mintzberg's framework of ten strategic management schools of thought is chosen for mapping strategic management thinking. The paper analyses a convenience sample of 35 strategic management processes, observation of an agency's strategy reformulation process and interviews of managers in the public sector in Norway for informing the discussion. Strategic planning is heavily criticised in some of the business strategy literature. The analysis indicates that strategic management in the public sector extensively uses strategic planning, bundled with certain other schools of thought, despite tendencies to downplay formal, mechanistic planning in contemporary strategic management theory.     

Scenarios based on sustainability discourses: Constructing alternative consumption and consumer perspectives

This paper describes a research based scenario project on sustainable consumption in Belgium. In the Consentsus project a scenario method was developed and tested by the research team to assess scenarios both as learning and participation tools for sustainable consumption. By using a decomposition analysis a solid ground was laid to adequately summarize three guiding principles on how to reach a (more) sustainable consumption: eco-efficiency, de-commodification and sufficiency. These ‘pure’ strategies – showing significant similarities with concrete discourses – were then translated into a participative process: two expert-driven workshops and interim research yielded three future images of food consumption as well as indications on their boundary conditions. These three images reflect significantly diverging approaches on how to organize practices related to food consumption. This structural diversity allowed us to address an archetypical consumer, i.e. a generalized consumer based on the specificities of the scenarios. These consumer perspectives do not aim at indicating real (even potential) groups, but aim at illustrating how the environment of interactions around the consumer fundamentally changes throughout the three sustainability discourses. It is argued that thinking through alternative modes of consumption is of importance to support and elucidate debate in governance arenas that address transitions towards a more sustainable consumption.     

Scenario thinking: A practice-based approach for the identification of opportunities for innovation

Drawing on the social theory of practice, this paper ‘unpacks’ scenario thinking in the form of strategizing in product innovation teams to explore when and how the practice may lead to the identification of opportunities for innovation. Adopting a case-based approach, three software companies engaged in four new product development projects served as our empirical research sites. We found creative emergence and open-endedness of the practice in innovation teams serving as quintessentially embedded modalities and contingencies that supports the identification of opportunities for innovation as a potential outcome of scenario thinking. We also suggest a framework that specifies how specific team practices supporting scenario thinking (strategic conversation and human-material interactions, and reflexivity-in-practice) may operate in combination or serially, and which may lead in turn to the identification of opportunities for innovation.     

Fear of foresight: Knowledge and ignorance in organizational foresight

We discuss the changes occurring in the field of organizational foresight. The analysis results from viewing foresight from two different perspectives: as centered on the future or on the present; as macroscopic analysis or microscopic practice. The combination of these factors results in four different modes of organizational foresight: strategic planning, visioning, scenario thinking and planned emergence. These different perspectives are examined. We contribute to the literature by presenting foresight as a complex process, amenable to different understandings. Foresight is often portrayed as a technical and analytic process. We discuss it as a human process permeated by a dialectic between the need to know and the fear of knowing.     

企业动态财务规划系统研究

传统财务规划不再能够满足价值管理的需要。现代财务规划更强调基于长期行为分析的战略支持性财务规划。本文构建一个用于战略决策模拟分析的动态财务规划系统,并借助于系统动力学原理和方法建立一个动态财务规划系统模拟基模。本文认为,如果在动态财务规划系统基模基础上结合企业实际建立更具针对性的动态财务规划系统模型,则将有助于企业价值管理。     

企业财务战略管理：一个企业能力理论视角

企业能力理论已成为研究企业理论与战略管理理论一个热门领域。企业的本质是知识与能力的集合体。财务战略管理作为企业战略管理的职能管理战略应该立足于企业能力现状,即从企业能力现状出发,进行具体的财务战略谋划;另一方面,财务战略管理应服务于企业能力尤其是竞争优势的培养这一企业能力目标。     

Can internally generated futures accelerate organizational learning?

After many years of scenario planning, this paper takes a moment to reflect on its use within, and value to, organizations. The author states that ultimately the benefit of scenario planning must result from ‘changed and more skilful action by the organization within its business environment.’ Navigating through the business environment is discussed as taking on two forms, that of strategising and learning where the former is dominated by ‘knowing by gaining control’ and the latter by ‘knowing by participation’ and reflection. Taking this logic a step further, van der Heijden sees the purpose of scenario planning as being categorisable along two dimensions content/process and thinking/action producing a matrix of four categories of purpose. Although he sees these four reasons for using scenario planning as harbouring different degrees of difficulty and likelihood of success, he advocates above all that organizations think carefully about which category is appropriate for them and ensure that the process of scenario planning is designed to support this goal.     

Creativity and dysfunction in strategic processes: The case of scenario planning

This paper attempts to open up a new line of enquiry into the dysfunctions of creativity within strategic processes. Generally, the impact and results of introducing creativity (and innovation) into organisational life are perceived to be wholesome and beneficial. But recent research in the area of organisational psychology has documented a ‘dark’ side to its introduction, e.g., low employee morale, stress, theft, sabotage, destructive conflict. Learning from this work and shifting the domain to strategic management, this paper focuses on scenario planning—a strategy process widely regarded by participants and facilitators as creative and innovative in structure, content and output. First, the creative credentials of the process are established with reference to the literature and definitions from the creative and cultural industries. Second, the process is deconstructed into activities and each is examined for the extent of its embedded creativity. Third, informed by case evidence, four dysfunctions of the scenario planning process are conjectured: creativity layered on fantasy; heightened expectations and confusion; pride and passion; and creativity leading to excess. The paper concludes by suggesting four options for handling these potential dysfunctional effects and, in the light of the dialogue presented, re-interprets the definition of scenario planning presented earlier in the text.     

Information transfer and firm‐level strategy

In this article, I examine a previously unexplored avenue for information transfer: similarities in firms’ strategies. This examination is based on the idea that information transfer is likely to be positively related to similarity in business activities. Drawing on the concept of generic strategies found in the strategy literature, I develop a measure of strategic distance between firms. Using this measure, I provide evidence that information transfer is positively related to the similarity of firms’ strategies. In addition, I find that this information transfer is strongest when the announcing firm is large or has persistent earnings.     

Scenario planning interventions in organizations: An analysis of the causes of success and failure

This paper presents a case analysis of a successful scenario intervention in an organization. This intervention is compared and contrasted with an unsuccessful one reported in Hodgkinson and Wright [Confronting strategic inertia in a top management team: learning from failure, Organization Studies 23 (2002)949-977]. We demonstrate that analysis of the answers given by workshop participants in a pre-intervention interview can be helpful in determining the receptiveness of an organization to a subsequent scenario intervention. We theorize that strategic inertia-characterized by coping patterns of bolstering failing strategy, procrastination (over a strategic dilemma) and buck-passing (the responsibility for the dilemma's resolution), can be caused by the psychological attenuation of the perceived level of environmental threat to the organization, culminating in unconflicted adherence to the currently followed strategy. We contend that the expression of such coping behaviour is antithetical to a subsequent successful scenario exercise since, if the exercise fails to identify an unconflicted strategic alternative, the sharp focus of the scenarios on futures unfavourable to business-as-usual strategy will re-activate the cognitive stress-reduction mechanisms. Strategic inertia will thus be reinforced. We conclude with a review of the implications of our diagnosis for reflective practitioners.Our paper is divided into four sections. In Section 1, we overview writings on inertia in strategic decision making. We pay especial attention to identifying potential causes of inertia. Next, we present Janis and Mann's [Decision Making, Free Press, New York, 1979] views of the psychological processes invoked by conflicted decisions and analyse the relevance of this laboratory-based theory to provide a psychological explanation of strategic inertia. Finally, we briefly describe the scenario intervention process and argue that it contains the potential to overcome strategic inertia. In Section 2, we review an already-published study of an unsuccessful scenario planning intervention, which illustrates the operation of components of Janis and Mann's model. Next, in Section 3, we focus on our own case investigation of a successful scenario planning intervention. The early part of this section documents the “success”, whilst the latter part analyses the causes of the success—again using the components of Janis and Mann's model. We conclude in Section 4, where we compare and contrast the application of Janis and Mann's model to both cases and we demonstrate that application of the model to pre-intervention interview data can aid the practitioner determine, at the outset, whether or not the organizational context will be receptive to the intervention.