Marketers expressing the future: Scenario planning for marketing action

Pattinson, HM; Sood, SC

Marketers expressing the future: Scenario planning for marketing action

Pattinson, HM Sood, SC

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Publication Type:: Journal Article
Citation:: Futures, 2010, 42 (4), pp. 417 - 426
Issue Date:: 2010-05-01

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Field	Value	Language
dc.contributor.author	Pattinson, HM	en_US
dc.contributor.author	Sood, SC	en_US
dc.date.issued	2010-05-01	en_US
dc.identifier.citation	Futures, 2010, 42 (4), pp. 417 - 426	en_US
dc.identifier.issn	0016-3287	en_US
dc.identifier.uri	http://hdl.handle.net/10453/14037
dc.description.abstract	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. © 2009 Elsevier Ltd.	en_US
dc.relation.ispartof	Futures	en_US
dc.relation.isbasedon	10.1016/j.futures.2009.11.026	en_US
dc.subject.classification	General Arts, Humanities & Social Sciences	en_US
dc.title	Marketers expressing the future: Scenario planning for marketing action	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	42	en_US
utslib.for	1502 Banking, Finance and Investment	en_US
dc.location.activity	ISI:000277866700015	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	42	en_US

Abstract:

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. © 2009 Elsevier Ltd.

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http://hdl.handle.net/10453/14037