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Storytelling and the scenario process: Understanding success and failure

Author

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  • Bowman, Gary
  • MacKay, R. Bradley
  • Masrani, Swapnesh
  • McKiernan, Peter

Abstract

Scenario planning has become a widely used strategic management approach for understanding future environmental uncertainty. Despite its increasing popularity in management practice, the theoretical underpinnings for scenario planning processes remain underdeveloped. Furthermore, there is little analysis on why some scenario methods succeed and others fail. To address this gap, we draw on storytelling theory as a conceptual lens for analyzing our data. This paper uses a longitudinal case study of two successive scenario planning interventions over a nine-year period in an intra-organizational partnership to investigate the efficacy of scenario planning development processes. Of the two interventions, the first, which followed what we term an ‘inductive’ method, was successful, meeting the objectives set by the organization, while the second approach, which we term ‘deductive’, was deemed a failure. We develop a process model explaining these divergent outcomes based on how meaning was either enabled or inhibited in the two methods through storytelling.

Suggested Citation

  • Bowman, Gary & MacKay, R. Bradley & Masrani, Swapnesh & McKiernan, Peter, 2013. "Storytelling and the scenario process: Understanding success and failure," Technological Forecasting and Social Change, Elsevier, vol. 80(4), pages 735-748.
    • Handle: RePEc:eee:tefoso:v:80:y:2013:i:4:p:735-748
    DOI: 10.1016/j.techfore.2012.04.009
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    Citations

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    Cited by:

    1. Burt, George & Mackay, David J. & van der Heijden, Kees & Verheijdt, Charlotte, 2017. "Openness disposition: Readiness characteristics that influence participant benefits from scenario planning as strategic conversation," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 16-25.
    2. Ernst, Anna & Biß, Klaus H. & Shamon, Hawal & Schumann, Diana & Heinrichs, Heidi U., 2018. "Benefits and challenges of participatory methods in qualitative energy scenario development," Technological Forecasting and Social Change, Elsevier, vol. 127(C), pages 245-257.
    3. Crawford, Megan M., 2019. "A comprehensive scenario intervention typology," Technological Forecasting and Social Change, Elsevier, vol. 149(C).
    4. Christopher Münch & Heiko A. von der Gracht, 2021. "A bibliometric review of scientific theory in futures and foresight: A commentary on Fergnani and Chermack 2021," Futures & Foresight Science, John Wiley & Sons, vol. 3(3-4), September.
    5. Wright, George & Cairns, George & O'Brien, Frances A. & Goodwin, Paul, 2019. "Scenario analysis to support decision making in addressing wicked problems: Pitfalls and potential," European Journal of Operational Research, Elsevier, vol. 278(1), pages 3-19.
    6. Metz, Ashley & Hartley, Paul, 2020. "Scenario development as valuation: Opportunities for reflexivity," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    7. MacKay, R. Bradley & Stoyanova, Veselina, 2017. "Scenario planning with a sociological eye: Augmenting the intuitive logics approach to understanding the Future of Scotland and the UK," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 88-100.
    8. Cairns, George & Wright, George & Fairbrother, Peter, 2016. "Promoting articulated action from diverse stakeholders in response to public policy scenarios: A case analysis of the use of ‘scenario improvisation’ method," Technological Forecasting and Social Change, Elsevier, vol. 103(C), pages 97-108.
    9. Ram, Camelia, 2020. "Scenario presentation and scenario generation in multi-criteria assessments: An exploratory study," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
    10. Schwarz, Jan Oliver & Kroehl, Rixa & von der Gracht, Heiko A., 2014. "Novels and novelty in trend research — Using novels to perceive weak signals and transfer frames of reference," Technological Forecasting and Social Change, Elsevier, vol. 84(C), pages 66-73.
    11. Frith, David & Tapinos, Efstathios, 2020. "Opening the ‘black box’ of scenario planning through realist synthesis," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
    12. Gary Bowman, 2022. "A timely (and timeless) blend of theory and practice: A commentary on Rowland and Spaniol (2021)," Futures & Foresight Science, John Wiley & Sons, vol. 4(1), March.
    13. Trutnevyte, Evelina & Barton, John & O'Grady, Áine & Ogunkunle, Damiete & Pudjianto, Danny & Robertson, Elizabeth, 2014. "Linking a storyline with multiple models: A cross-scale study of the UK power system transition," Technological Forecasting and Social Change, Elsevier, vol. 89(C), pages 26-42.
    14. Ramboarison-Lalao, Lovanirina & Gannouni, Kais, 2019. "Liberated firm, a leverage of well-being and technological change? A prospective study based on the scenario method," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 129-139.
    15. Cairns, George & Wright, George & Fairbrother, Peter & Phillips, Richard, 2017. "‘Branching scenarios’ seeking articulated action for regional regeneration – A case study of limited success," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 189-202.
    16. Filippo Zanin & Eugenio Comuzzi, 2019. "Scenarizzazione e pianificazione strategica nei contesti complessi," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2019(1 suppl.), pages 95-120.
    17. Chang, Suk-Gwon, 2015. "A structured scenario approach to multi-screen ecosystem forecasting in Korean communications market," Technological Forecasting and Social Change, Elsevier, vol. 94(C), pages 1-20.
    18. Filippo Zanin & Giulio Corazza, 2021. "Scenario planning, strategia e performance. Evidenze empiriche in contesti complessi," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2021(2), pages 147-164.
    19. Bowman, Gary & Parks, Ryan W., 2024. "Between episodes of strategy: Sociomateriality, sensemaking, and dysfunction in a scenario planning process," Journal of Business Research, Elsevier, vol. 179(C).

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