Beyond Forecasting: Creating New Strategic Narratives

In turbulent markets, it can be hard for established companies to choose new strategic directions. But by rethinking the past and present and reimagining the future, managers can construct strategic narratives that enable innovation.

Sarah Kaplan and Wanda Orlikowski

Fall 2014

One of the great challenges for organizations in the current economy is making strategy under the uncertainties posed by turbulent environments, intensified competition, emerging technologies, shifting customer tastes and regulatory change. Executives often know they must break with the status quo, but there are few signposts indicating the best way forward.

A core assumption in much of strategic management research ...