marketing - Department Wirtschafts- und Betriebswissenschaften

Szenario Szenario-Technik: Szenario Szenario Technik: Beispiel British British Airways
� Analysis Analysis = decomposing the problem, defining key variables,
setting up hypotheses about causes and effects
� Prognosis Prognosis = identifying frames for future developments as well as
"surprising" events and their consequences; arriving at "pre-
scenarios“
� Interpretation Interpretation = discussing and "remodelling" the pre-scenarios
thus ensuring wide participation and a variety of perspectives
� Synthesis Synthesis Synthesis = selecting possible, desirable and contrasted
scenarios based on the previous two phases
� Implementation Implementation = integrating the selected scenarios into the
strategic planning process
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