Scenario planning at business unit level

The scenario planning literature is focused on corporate level interventions. There is a general consensus on the method, but there is little debate about the stages involved in building and using the scenarios. This article presents a case study of a scenario planning intervention, which was conducted at a business unit of the British division of one of the largest beauty and cosmetic products multinationals. The method adopted in this case study has some fundamental differences to the existing models used at corporate level. This research is based on the principles of autoethnography, since its purpose is to present self-critical reflections, enhanced by reflective and reflexive conversations on a scenario planning method used at business unit level. The critical reflections concern a series of critical incidents which distinguish this method from existing intuitive logic scenario planning models which are used at corporate level planning. Ultimately this article contributes to the scenario planning method literature by providing insights into its practice at business unit level.

► Identifies a gap in the literature for scenario planning process.
► Presents a case study on scenario planning at business unit level.
► Uses an innovative research method combing: autoethnography, critical incident analysis, reflection and reflection.