Scenarios: The Art of Strategic Conversation

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Scenarios The Art of Strategic Conversation "Kees van der Heijden has written the most comprehensive, detailed and insightful guide to understanding the business environment in a way most useful to business. No one has mastered the art of bringing that insight to bear in the real world of business with greater depth than Kees." Peter Schwartz, Chairman, Global Business Network; author of The Art of the Long View. The only constants in the current business environment are turbulence and change. When initially ...
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Overview

Scenarios The Art of Strategic Conversation "Kees van der Heijden has written the most comprehensive, detailed and insightful guide to understanding the business environment in a way most useful to business. No one has mastered the art of bringing that insight to bear in the real world of business with greater depth than Kees." Peter Schwartz, Chairman, Global Business Network; author of The Art of the Long View. The only constants in the current business environment are turbulence and change. When initially developed at Royal Dutch/Shell, scenario planning helped companies understand external change - change in markets, the competitive arena, technology, demographics and so on. In this book, Kees van der Heijden takes the art of scenario planning one giant step further. After showing you how to understand how the world around you is changing, he then shows you how to move your organization to meet the future by linking scenario thinking and your Business Idea in an ongoing strategic conversation. The result is a learning organization with the finely honed ability to track the marketplace and business environment. How Scenarios will help you think through the way forward, and keep you thinking as you move.
* Understand the basis of an organization's success - articulate its central business idea
* Break out of the organization's restrictive "thinking box" - take a wider perspective, scenaric view
* Develop scenarios as alternative ways of interpreting the present - see beyond current range of vision
* Become clearer about the many apparently unrelated developments - build a systemic framework using a story line
* Be more secure with the future - understand uncertainty
* Do it by using a practical methodology
* Nurture and sustain an ongoing strategic conversation throughout the organization
"The span of this book is unusually wide: it goes from the philosophy of scenario thinking to the minute practicalities of how to do it. This book is, in my view, the best guide in a field where it is easy to go astray and where guidance is precious." Pierre Wack, Former Head of Scenario Planning, Royal Dutch/Shell
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Editorial Reviews

Booknews
Shows managers how to plan for an organization's future in the face of significant uncertainty by imagining the different plausible future environments, or scenarios. Reviews principles of organizational learning, and describes how to conduct an ongoing scenario-based strategy process for both small and large organizations. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780471966395
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/7/1996
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 6.22 (w) x 9.33 (h) x 0.96 (d)

Meet the Author

Kees van der Heijden is Professor of General and Strategic Management at the Graduate Business School, Strathclyde University, Glasgow, UK, and Visiting Professor at Nijenrode University, Holland. He is a co-founder of Global Business Network, Emeryville, California, and is currently a Principal. Before joining Strathclyde University he was in charge of Royal Dutch/Shell's scenario planning, as head of the Group's Business Environment Division. This involved the general development of the process of scenario planning in which Shell has taken a worldwide leading role. Prior to that he was head of Shell's internal strategy consulting group, assisting management teams worldwide in strategy development and implementation. He specializes in scenario planning, strategy development and institutional strategic management processes and has consulted widely in all these areas. The painting serves as an icon for the idea projected in the book. strategy is about conversation, which takes place more in corridors than in boardrooms strategy, often treated as an abstract, is in the final analysis about people responding to the needs of other people the image is unconventional for a business book - the hallmark of any successful scenario/strategy project!
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Table of Contents

THE CONTEXT.

1965 to 1990: Five Discoveries in Shell.

Three Competing Paradigms in Strategic Management.

THE PRINCIPLES OF SCENARIO PLANNING.

The Business Idea of An Organisation.

Dealing with Uncertainty.

Scenarios and the Business Idea.

Scenario Planning in Organisations.

THE PRACTICE OF SCENARIO PLANNING.

The Practitioner's Art.

Articulation of the Business Idea.

Competitive Positioning.

Scenario Development.

Option Planning.

INSTITUTIONALISING SCENARIO PLANNING.

The Management of Change.

Planning Processes.

Guiding the Strategic Conversation.

Conclusion.

References.

Index.

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