Scenario Planning: A New Approach To Teaching Marketing Strategy  

Oleh:

Doren, Doris C. Van ; Smith, Darlene Brannigan

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 21 no. 2 (Aug. 1999), page 146-155.
Fulltext: 146.pdf (83.0KB)

Isi artikel

Given the fluctuations and rate of change inherent in today’s business environment, it is more imperative than ever that business schools help prepare students to deal with an uncertain future. By enabling students to embrace uncertainty and to envision multiple future competitive environments, scenario planning provides the ability to craft multiple strategies and contingencies and better prepares today’s students to anticipate tomorrow’s crises. The three-phase approach provides faculty with a contemporary and applicable methodology for revitalizing the marketing strategy course.

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