The Use of Scenarios in Developing Strategy: An Analysis of Conversation and Video Data

Maureen Meadows, Frances O'Brien

Research output: Contribution to journalArticle

Abstract

Surveys of managers report that strategy tools such as scenarios are widely used in practice. However, such surveys of practice typically focus on reporting which tools are used, rather than exploring how they are actually used. This paper examines the use of scenarios as a tool to support strategy development. We highlight a number of roles (technical, analytical and social) that scenarios play in strategy exercises, and offer insights into the use of scenarios in practice, illustrating that they are used throughout the strategy development process rather than simply at the start. Our approach to data analysis, based on analyses of both audio and visual material from a strategy workshop, sheds light on enhanced approaches to coding both conversation and video data within strategy research.

Original languageEnglish
Article number120147
Pages (from-to)(In-Press)
JournalTechnological Forecasting and Social Change
Volume158
Early online date20 Jun 2020
DOIs
Publication statusPublished - Sep 2020

ASJC Scopus subject areas

  • Business and International Management
  • Applied Psychology
  • Management of Technology and Innovation

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