| Abstract: | We argue that business firms are faced with new and changing social demands, and that it will be advantageous to the firm to treat the social demands as strategic issues. However, responding to these social demands strategically requires the application of new managerial concepts and techniques. In this paper we extend conceptually the lead-lag methodology of Ackerman and Bauer (1976), developed to deal with the evolutionary nature of social demands. Then we describe the problems of measurement, uncertainty and lack of common units of measures that have to be overcome before the responses to the social demands can be included in the strategic planning and budget process. |
