In 2006, CEOs agreed that the world topography of business was going to be fundamentally altered. Of the three most cited reasons, unexpected market shifts was one. The other two were intensified competition and customer expectations.
Unfortunately this understanding of the changing business topography, a year before the current economic situation started becoming evident, did not mitigate against the situation.
This would suggest that scenario planning, whilst being applied to a point (allowing for the correct prediction of the unexpected market shift), is not being applied in totality such that alternate actions for the scenarios are not developed sufficiently.
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