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Data Access and Issue Analysis in Strategic Planning

David M. Reid (Department of Business Studies, University of Edinburgh)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 January 1989

154

Abstract

This study was based on a face‐to‐face survey of 100 chief and senior executives of a sample of companies that were chosen to reflect the Scottish economy. The process of strategic decision taking was explored and the information leading to the identification of strategic issues was appraised. It is demonstrated by the findings that many companies appear to identify strategic issues and develop their strategies with only limited data. Yet strategic planning relies on the effective use of valid data, coupled with creative interpretation and judgement. However, it is shown by the study that companies are failing to utilise effectively the creative talents of key people in the harnessing of information. As a consequence they are failing to win valuable insights and omitting to obtain essential collective interpretations of critical issues and events.

Keywords

Citation

Reid, D.M. (1989), "Data Access and Issue Analysis in Strategic Planning", Marketing Intelligence & Planning, Vol. 7 No. 1/2, pp. 14-18. https://doi.org/10.1108/EUM0000000001036

Publisher

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MCB UP Ltd

Copyright © 1989, MCB UP Limited

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