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How to Face Uncertainty? Planning, Robust Strategy and Multiple Scenarios the Possible Answers

Author

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  • Andrea Beretta Zanoni
  • Silvia Vernizzi

Abstract

Scenario planning is a widely used methodology for identifying a broad array of risks and opportunities by analyzing and challenging decision-makers’ underlying assumptions. However, in the context of great uncertainty, which scenarios can help managers design effective strategic and financial planning and under what conditions? The paper attempts to answer this question by clarifying the relationship between strategy and planning, scenarios and strategy, and scenarios and plans. Using a representative model, the paper highlights the role of a robust strategy in navigating these complex relationships from both theoretical and managerial perspectives.

Suggested Citation

  • Andrea Beretta Zanoni & Silvia Vernizzi, 2025. "How to Face Uncertainty? Planning, Robust Strategy and Multiple Scenarios the Possible Answers," International Journal of Business and Management, Canadian Center of Science and Education, vol. 20(3), pages 1-73, August.
    • Handle: RePEc:ibn:ijbmjn:v:20:y:2025:i:3:p:73
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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