Scenario Planning for Your Business

Buttell, Amy E.
November 2009
Journal of Financial Planning;Nov/Dec2009 Practice Management Sol, p10
Academic Journal
The article offers information on scenario planning, its nature, and uses in the business, and its impact to the economy. Scenario planning is defined as a strategic method that considers a variety of business-specific and economic derivates, depending on the industry of the business, to help the firm's practice adapt and respond to the changing internal and external situations. Paul Shoemaker, a research director at the Mark Center for Technological Innovation and professor of marketing at the Wharton School of Business noted the use of scenario planning among larger corporations to trace what lies ahead the direction of the global economy. It notes one feature of scenario planning as it allows depicting in a broader sense around uncertainties and issues in a multi-disciplinary approach.


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