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1、Strategic Market Management Global Perspectives,David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 , Copyright 2010 John Wiley contingent strategies considered,Analyse In-depth; develop strategy,Monitor,Monitor and analyse,Figure 5.2,Scenario Analysis,Identify Scenarios,Relate Scenarios to

2、 Existing or Proposed Strategies,Estimate Scenario Probabilities,Figure 5.3,Key Learnings,Environmental analysis in technology and consumer and government/economic trends can detect opportunities or threats to an organization. The green movement provides opportunities to connect to customers and emp

3、loyees. Impact analysis involves assessing systematically the impact and immediacy of the trends and events that underlie each strategy uncertainty. Scenario analysis, a vehicle to explore different assumptions about the future, involves the creation of two to three plausible scenarios, the developm

4、ent of strategies appropriate to each, the assessment of scenario probabilities, and the evaluation of the resulting strategies across the scenarios.,Ancillary Slides,“Its easy to make decisions when there are no bad options.” Robert Half,“A decision is the action an executive must take when he has information so incomplete that the answer does not su

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