Every industry is being disrupted by changing conditions in their operating environment - the market research industry is no exception. In such disruptive times, the purpose of strategy development must be to transform the business, to re-conceive the value proposition, to remain relevant to customers and consumers. Strategy is therefore a creative process, and the purpose of strategy development is to: a) Re-perceive how the external business environment could be different in the future, and b) Re-conceive the organisation's response to such changing circumstances. This paper makes the case for the application of scenarios in business strategy and innovation, and describe a process that can be applied within their own operations.
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