Beyond the Next Wave: Imagining the Next Generation of Customers (Future Skills Series) - Softcover

Peters, Glen

Softcover

ISBN 10: 0273624172 ISBN 13: 9780273624172

Publisher: Financial Times Management, 1996

Synopsis

Scenario planning enables companies to get to the next generation of customers, ahead of the competition.

About this title

About the Author

Glen Peters is a partner at PriceWaterhouseCoopers in London, responsible for identifying future global trends affecting the firm and its clients. Formerly responsible for the Market and Customer Management Practice and Petroleum Consulting Group at PriceWaterhouse, he has organized an alliance of 50 European companies to benchmark customer management practices.

From the Back Cover

Scenario planning: the breakthrough process for anticipating the future — and transforming it!

* Understanding the key vectors of global change: political, economic, social, and technical.
* Two radically different scenarios for 2015 — and what they mean to you and your company.
* Developing scenarios of your own: critical ingredients, step-by-step instructions.

A corporate perspective on the future has never been more vital. The reward for success: market dominance. The price of failure: market oblivion.

Now, imagine a process that would allow you to anticipate what your customers will be like in five, ten, or twenty years' time — a process that would help you consider entirely new groups of customers for products and services not yet in existence. Such a process exists. It's called scenario planning — and this book shows you exactly how to use it effectively, both at your company and in your personal career.

Glen Peters reviews every key vector of change: political, economic, social, and technical. What will the shrinking world and the decline of the nation-state mean to your business? What are the long-term effects of the transformation of work? Post-consumerism and the decline of patriarchy? The rapid commoditization of high-speed communications? Peters then presents two divergent scenarios for 2015: the world in "mid-life crisis," and the "two-tier world" — and helps you consider what they might mean to your career and your business. Finally, in Part IV, he offers step-by-step instructions for creating your own scenarios, including three key ingredients for success.

Edition details

• Publisher: Financial Times Management
• Publication date: 1996
• Language: English
• ISBN 10: 0273624172
• ISBN 13: 9780273624172
• Binding: Paperback
• Number of pages: 230