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.     

Narratives of the future: Suspending disbelief in forest-sector scenarios

Scenario analysis considers highly uncertain future conditions. The method involves developing and analyzing plausible narratives of the future and evaluating them for a range of implications. The power of scenarios lies in creating and considering compelling stories about the future. Thus, narrative, defined as an account of a series of events, is central to the process and plays a pivotal role in engaging participants in a scenario analysis exercise. While a good scenario story can engage individuals and influence their suspension of disbelief, we know little about how participants actually respond to the scenarios so they can, and will, suspend disbelief in scenario outcomes.We explored the role of narrative in suspension of disbelief in a scenario-based study of the long-term future of Canada's forests and forest sector. We discovered that specific aspects of the scenario narratives themselves influenced participants’ suspension of disbelief. While interacting with the scenario narratives, participants actively worked to suspend disbelief by creating new narratives or accessing other existing ones, and by projecting themselves into the scenarios as characters in the stories. Our results may help scenario writers, practitioners, and researchers understand what, in one project, cued people's abilities to suspend disbelief and engage productively in discussions about possible futures.     

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.     

Incorporating futures research into regional knowledge creation and management

This article focuses on future-oriented knowledge within regional innovation networks. Concrete regional tools and institutional settings aiming to enhance knowledge creation and management in such networks are needed. To enable planning for the future, there is a need for regional visionary capability. Resource-based futures research may make an important contribution in reducing the insecurity that regions face in the turbulent environment. When foresight processes are not absorbed into the regional strategy making processes, ‘black holes of regional strategy making’ come into existence, and future scenarios are built without taking into consideration the path-dependency of a region.This article attempts to reduce the gap between futures research, on the one hand, and regional knowledge and innovation management, on the other hand. It highlights the concept of self-transcending knowledge—the ability to sense the presence of potential. It then introduces a new, systemic model for knowledge creation and management in regional innovation networks. Utilising methods from futures research in creating self-transcending knowledge in a regional knowledge management system is proposed as a fruitful way of enhancing regional visionary capability. The article thus advocates combining approaches and methodologies from futures research with those of knowledge management in a novel way.     

City foresight and development planning case study: Implementation of scenario planning in formulation of the Bulungan development plan

This article discusses the formulation of the Bulungan Development Plan (2002) that sought to formulate a 25 year city vision. The foresight process included how to prepared the process, implemented the scenario planning method, created consensus amongst stakeholders, and formulated graphic and narrative scenarios that explored alternative future for Bulungan. Based on these scenarios, the stakeholders formulated a vision for the city's preferred future. The vision is “excellence in agro industry supported by qualified human resources”.Project debriefing showed that unlike traditional forecasting or market research, the methods of foresight, especially scenario planning, is a more appropriate and powerful planning tool for integrated regional development. The main reason for this is that the future is unpredictable, and scenarios allow stakeholders to make sense of complexity.     

Integral scenarios: Reframing theory, building from practice

Australian futurists have been working with a range of integral theories over the past decade to inform new approaches to scenarios. Chief among the integral theories explored is Wilber's All Quadrant, All Level, All Lines, All States, All Types (AQAL) meta-theory. This emerging and diverse set of scenario methods, falling under the term ‘integral scenarios’ as reviewed in this paper, have mostly been developed in practice and to date, have not been represented in futures journals. This paper contextualises integral scenarios with a summary of the theoretical background to their development before arriving at a generic scenario generation process together with a set of utility and quality criteria. This generic framework and criteria are then used to situate a range of case studies of integral scenarios, outlining their features, benefits and limitations. Finally, the areas of potential for further development are highlighted—for both refined and wholly new types of integral scenario methods.     

Island futures—Does a participatory scenario process capture the common view of local residents?

Scenarios are often developed by small groups of motivated individuals, but how representative are they of community views of desirable futures? A scenario process in the coastal community of Vega in central Norway was complemented by a survey among 200 community residents in which respondents rated a preferred development option from a series of future choices and dilemmas. While the scenario process produced novelty and diversity in thinking about the future, the common community view reflects a more traditionalistic view of the future. Tourism was identified as a key economic opportunity in the scenario process, but the larger island community has little faith in tourism as a future cornerstone of economic development and would rather rely on traditional sectors like agriculture and fisheries. The scenarios brought out richness in future development options, highlighted place identity and support for heritage conservation based on wise use of natural resources. The scenarios were less suited for making decisions about economic investments, but produced salient information about opportunities, uncertainties and complexities of the future. Findings show the need to compliment scenario processes where a small group explores “possible futures” with surveys to explore the wider populations’ views about “preferred futures”.     

Scenarios in an organizational perspective

In everyday life there are many kinds of scenarios—those embracing society as a whole, and those limited to the local community centre. There is considerable variation in scenario subject matter, range, level and degree of detail.¹ Why have scenarios become so popular and which organizational arrangements have been created to design and implement this kind of policy-oriented futures research? This article looks at both elements of this question. It examines policy-oriented futures research in general, and scenarios as part of this type of research. It then discusses organizational structures for designing and applying scenarios. Following this, the strong and weak points of scenarios in policy formulation are explored and a number of conclusions are drawn.     

The critical role of history in scenario thinking: Augmenting causal analysis within the intuitive logics scenario development methodology

The historian Eric Hobsbawm stated that ‘The safest empirical generalization about history is still that nobody heeds its obvious lessons much’. Whether at a macroeconomic level or within individual organisations there are numerous examples of this, such as the economic crash of 2008, the causes of which had many parallels with those that caused the great depression 80 years previously. On the other hand however, overly-relying on the past as a guide to the future has its own obvious dangers—not least that important future events may have no past precedent. As such, the present paper firstly provides a discussion of the advantages and disadvantages of using the past as a guide to the future. It then examines the role of history in scenario work, arguing that history should receive greater emphasis as part of the scenario planning process. We suggest changes to the standard Intuitive Logics (IL) approach to scenario planning which would render learning from history a more central component of the scenario process, in contrast to its current peripheral role. Rather than diminishing scenario planning’s ability to facilitate a consideration of how the future may differ from the past, we show how a greater emphasis on history can enhance consideration of the causality of future change. An adapted IL that has more emphasis on historical analysis can augment scenario planning’s effectiveness as a tool for consideration of the future.     

A vision for Nicaragua : Health services in the new century

Nicaragua is facing a crisis in health and health care, and a health futures programme has been initiated to focus concern and mobilize key actors. Two national scenario workshops have been held at which participants constructed several scenarios describing alternative health futures for the country, with particular emphasis on the organization of health services. One or these, a scenario of profound change, was selected by the participants as their vision of the preferred future. It involves more emphasis on health promotion, decentralization of health-care services, broader participation in health matters, improved training for health professionals, and a stronger role for universities and other educational and research centres. Implications of the selected scenario regarding health policies and actions have been identified, among them being the adoption and implementation of the Ottawa Charter on Health Promotion, the organization of local health service networks, and the more active involvement of health professionals in the designing of health systems.     

Developing an abduction-based method for futures research

Futures research is an established field of knowledge with a wealth of methods and techniques. However, foresight, future outlooks and scenarios are, as a rule, based on inductivist or deductivist methods, making looking into the future a form of conservative projecting of past and present probabilities onto the road of development lying ahead of us. Closed past or present outlooks give birth to open futures, but these futures usually are little more than exercises in organizational learning. In this paper we present and develop a method for futures research that is based on abductive logic. Abduction-based futures research approach proceeds from closed, imaginary future states to alternative, open theoretical frameworks or explanations. Unlike inductivists and deductivists believe, this procedure from the unknown to the known is rational, and therefore something that can be systematized and learned. There is a logic of discovery, and what could be a better place to apply and develop it than futures research.     

“Every today was a tomorrow”: An integral method for indexing the social mediation of preferred futures

The visions we hold of the future, whether they are of utopias or dystopias, are not simply a matter of personal imagination. Our conceptions of the future are mediated to us as much as they are privately created by us. To this point, futures studies have not developed an integrative and broad-based framework for considering the social mediation of futures. Understanding how social mediation impacts on our futures visioning requires an interpretive framework that can cope with the multilayered nature of futures visions, the worldviews that are associated with them and a theory of mediation that can be applied within such a context of ‘depth’. Using theory-building methodology, the current paper attempts this task by describing a theory of social mediation that builds on the integral futures framework. An application of the framework explores the relationship between various scenarios of health care futures, their associated worldviews and the mediational factors that influence our visions of future health care systems.     

Narrative futures and the governance of energy transitions

Today's societies confront an enormous challenge with regard to governing complex energy systems change. We argue that futures approaches based on narrative strategies that encourage individual and collective storytelling and meaning construction offer a valuable tool for enhancing societal capacity to meet this and similar governance challenges. We report on a two-day scenario planning exercise that sought to implement and test these ideas. The exercise involved a diverse group of professionals in both energy and non-energy fields, with a question focused on the narrative construction and deliberation of scenarios about Arizona's energy future in 2050.     

Food scenarios 2025: Drivers of change between global and regional

This article presents the results of a future study of the food sector. Two scenarios have been developed using a combination of: 1) a summary of the relevant scientific knowledge, 2) systematic scenario writing, 3) an expert-based Delphi technique, and 4) an expert seminar assessment. The two scenarios present possible futures at global, national (Denmark) and regional (Zealand, Denmark) levels. The main scenario is called ‘Food for ordinary days and celebrations’ (a combination of ‘High-technological food production − The functional society’ and ‘High-gastronomic food − The experience society’). A less likely scenario is called ‘The reappearence of the sea − The aquarial society’. The purpose of the scenario writing has been to provide strategic tools for societal actors who to create economic growth and jobs, particularly regional governments and firms. Suggestions concerning regional industrial policy and firm actions are included in the article.     

Visioning 2035: The future of the higher education sector in the UK

The concept of ‘university’ has been around for centuries and yet the majority of British Universities have yet to reach their 50th birthday. The higher education sector has been through extensive change over a relatively short period of time and this is likely to continue in the future. This paper presents the results of a futures study focussed on the Higher Education sector in the UK in 10 and 25 years time. Following an extensive, broad ranging literature review covering business, education, futures, and socio-political texts and studies, a series of scenarios were developed for the future of the sector as a whole. This study differs from other studies in its field as it is does not focus on individual institutions, but rather at the environmental factors that are going to impact on the sector, setting out a range of scenarios within which institutions will need to shape their individual futures. Five scenarios are presented in this paper with their underlying driving factors, and their implications for the academic workforce being employed in the sector.     

Building the future: Undertaking proactive strategy for national outlook

Future studies should provide the means to forecast potential crisis in order to avoid them or limit their effects [Masini, E. 2006, Rethinking futures studies, Futures 38, 1158-1168]. Recognizing and realizing the future events from past up to the present have been the main concern of the rulers and policy makers from the very beginning of civilization. Future studies are a decisive part of the public decision process which plays a very distinctive role in the desirable future of a society. The role of elites in future studies and scenario building is notable; they design national policies and strategies and have a significant impact in general public. Although future cannot be foretold by anyone, the interactions of advanced nations seem to be counter productive; they try to depict the futures. In this case, the futures are built, not predicted. The interactions of two or more systems at the level of international relations have been discussed in this paper. The imaginations of general public toward the futures are given in each society by using these analogies: railroad, river, sea and game. Therefore, the intervention of advanced nations may confront passive, harmonic, active, proactive and chaotic reaction in the other nations. We have discussed that undertaking proactive strategy is the best way to design national perspective.     

Futures literacy: A hybrid strategic scenario method

What stories do we tell about the future? This article develops a topology of storytelling about the future, which is used to develop a definition of ‘futures literacy’. It goes on to outline a hybrid strategic scenario method for acquiring the capacities of futures literacy.     

Dominance,stakeholders’ moves and leadership shifts: New directions for transforming futures

Futures literature invites researchers to investigate stakeholders’ interests, actions and reactions, as well as to introduce an analysis of power and influence in scenario thinking. The purpose of this paper is to assess how the concept of dominance can help to improve scenario building and futures thinking as dominance transforms leadership within action processes. First, we examine power at work at different levels using concepts that relate to dominance and leadership shifts. Secondly, we discuss methodological proposals to implement the concepts of weak and strong dominance in action-based scenarios design and the implications of theses concepts for refining the approach of leadership in futures thinking. We conclude that paying attention to dominance transformations in scenarios is a promising direction to develop stakeholder and leadership analysis in scenario thinking. We suggest further research on the connection between history and futures thinking.     

Futures of privacy protection: A framework for creating scenarios of institutional change

The future of privacy is a topical issue in the context of debates on mass surveillance and the increasing prevalence of social media sites in everyday life. Previous scenario studies on privacy have focused on macro trends and on forecasting technological developments, and claims about causal influences have remained implicit. This article presents an alternative approach for constructing scenarios of privacy protection. The article focuses on privacy protection as a social institution and builds on the theory of gradual institutional change. The article presents a scenario framework which includes three stages: (1) outlining the dynamics of privacy protection, (2) tracing historical processes and constructing a causal narrative, and (3) creating event-based scenarios. The resulting scenarios are narratives of plausible chains of events which are based on the results of the previous stages. The key difference to typical scenario approaches is the focus on specific actors and types of event sequences in privacy protection. The argument is that by lowering the level of abstraction in this way, researchers and decision-makers can gain a more profound understanding of possible future challenges in privacy protection and of key leverage points in the institutional change process.