Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Rethinking Scenario Planning Potential Role in Strategy Making and Innovation: A Conceptual Framework Based on Examining Trends towards Scenarios and Firms Strategy

Author(s): Issam Aldabbagh, Sulieman Allawzi

Purpose: This paper aims to stimulate rethinking expanding scenario planning contribution role in firms strategy making and innovation, while firms management is operating in the middle of global driven markets facing environmental rapid changes and greater uncertainties of the 21st century.

Design: This study is designed to answer a main question; Can examining literatures trends towards scenario planning justifies rethinking expanding horizons of its potential contribution role in strategy making and innovation? The methodology path of this paper passes through three steps: The first consists examining trends through an intentional sample by theme, of 59 literatures published between the period of 1985-2018. The second step consists sketching a big picture based on findings of examined trends. The third step consists of designing studys conceptual framework.

Findings: Examining trends towards scenarios reveals a clear differences between authors trends concerns the given title as identity of scenarios role in strategy making, distributed within five groups scenarios as: tool, approach, technique, method, and as an art. Trends towards the nature of scenarios contribution role were divided between five areas of focus within basic domains of strategy making and innovation: Strategic thinking, learning, and strategy theory development, strategic planning, strategy making, and innovation, strategic foresight and insight, strategic options, and strategic decisions.

Originality/Value: This paper can be considered as novel attempt that provides a conceptual framework based upon findings of examining trends towards scenario planning. This conceptual framework is designed to serve dual causes, to stimulate as well as being a supportive element for; practitioners, researchers, and experts in the field.

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