Exploring key neo‐marketing directions through the use of an academic “think tank”

Abstract

This paper is designed to set the scene in terms of introducing the methodological framework used in the academic “think tank” in marketing held at Lake of Menteith in Scotland in 1999. Some important academic insights and considerations are discussed at the outset with regard to the evaluation of future impacts on the multiple facets of the marketing discipline, although the amount and quality of dedicated academic research in this area has been limited. The new role of the marketing function and new customer market structures are debated, followed by a discussion of the intrinsic capabilities of scenario planning, as an environmental forecasting technique. Furthermore, we analyse the contribution of knowledge based systems to scenario planning and describe the design/development of an expert system at the Lake of Menteith gathering.

A network perspective on business models for emerging technology‐based services

“…Entering the second phase of the empirical study, the elements were used to develop future business model scenarios for a technology‐based service. The scenario planning technique provides alternative scenarios of how the future may evolve (Moutinho et al , 2002; Schoemaker, 1991) and the resulting scenarios can be used to summarise research results (Bell, 1997, p. 316). The method is especially useful in a dynamic business environment such as in the case of rapid technological change (Moutinho et al , 2002).…”

Researching the future of purchasing and supply management: The purpose and potential of scenarios

“…The use of scenario planning to examine the future in settings other than organisations is quite common without necessarily being explicitly recognised. Some examples include the future of sustainable tourism (Gössling and Scott, 2012), technology adoption (Hussain et al, 2017), healthcare (Cairns and Wright, 2018), Arctic futures (Arbo et al, 2012), the future of marketing (Moutinho et al, 2002), the future of transportation construction (Kim et al, 2017). Despite the fact that many disciplines are now using scenario planning as a research method, there has been limited emphasis on the scope of scenarios (in the sense of level and unit of analysis).…”