Searching for Storms

Duboff, Robert S.
January 1999
Marketing Management;Fall/Winter98, Vol. 7 Issue 4, p22
Many corporations seem to have given up thinking about future business scenarios and their implications for the present. Perhaps they're responding to the dismal record of business forecasting. But there are useful frameworks that help companies prepare for the future, notably the discipline of business design, that anticipates the shifting priorities of customers. The business design approach shows that while difficult, it is possible to anticipate potential sources of discontinuity, and what the most valuable customers are likely to want and need in the near future. These capabilities are enabled by such techniques as a Delphi panel and lead-user analysis. Masters of business design thus can take advantage of the likeliest opportunities while having enough flexibility to shift in the face of new market trends. INSET: EXECUTIVE BRIEFING.


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