Dealing with environmental uncertainty

Michael Johnston (Dairy Council for Northern Ireland, Belfast, Northern Ireland, UK)
Audrey Gilmore (University of Ulster, Jordanstown, N. Ireland, UK)
David Carson (University of Ulster, Jordanstown, N. Ireland, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 14 November 2008



The purpose of this commentary is to discuss environmental uncertainty and to illustrate the value of scenario planning for small to medium‐sized enterprises (SMEs) operating in a volatile environment.


The literature regarding strategy formulation, environmental uncertainty and scenario planning is reviewed and considered in the context of managerial decision making.


Given the way managers learn to “know” what is happening in their business environment, scenario planning can be adapted for use by SME owner/managers.


Although scenario planning was developed for use by large companies, this paper illustrates that it can be used by smaller firms.



Johnston, M., Gilmore, A. and Carson, D. (2008), "Dealing with environmental uncertainty", European Journal of Marketing, Vol. 42 No. 11/12, pp. 1170-1178.

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Copyright © 2008, Emerald Group Publishing Limited

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