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Many important decision makers criticize the current inflationary use of the term “strategy”. One rather prefers Business Models instead of strategies and Business Development instead of strategic planning. But one thing is still undisputed:  Companies are in need of clear and longer-term goals and they need an idea of how to reach this goal. We keep on calling this a “Strategy”.

Beitrag im Buch

Thanks to systematically developed scenarios concerning market environments, companies dispose of the description of single possible futures as well as of a map, which shows different development possibilities. Dr. Alexander Fink describes the transfer of such scenarios into strategic decision processes in an article for the book “market and sales potentials”, written by Oliver Gansser and Bianca Krol from the “FOM University for Economics and Management”:

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