Scenario Planning and Strategic Innovation: The mediating effects of Strategic Thinking and Strategic Flexibility

Document Type : Original Article

Authors

1 Associate Professor, Department of Business Management, University of Guilan, Rasht, Iran

2 Assistant Professor, Department of Business Management, University of Mazandaran, Babolsar, Mazandaran, Iran

3 PhD Student in Business Policy Making, Department of Business Management, University of Guilan, Rasht, Iran

Abstract

The purpose of this study was to investigate the effect of scenario planning on strategic innovation considering the mediating role of strategic thinking and strategic flexibility. This research is applied in terms of purpose and descriptive survey in nature. The statistical population of the study is the manufacturing companies of Bushehr province. In order to determine the sample size, the test-software method (G-Power) was used. Based on this, 222 observations were calculated. Using a simple random sampling method with the online survey, 176 questionnaires were finally received by the researchers. Data analysis was performed using the structural equation method and Smart PLS 3 software. Research findings showed that scenario planning has a positive and significant effect on strategic innovation. The mediating effect of strategic flexibility and strategic thinking in the relationship between scenario planning and strategic innovation is also significant. The present study expands the management literature by filling in research gaps. Organizations today need to change their past strategies to be able to understand and meet customer needs faster and more competitively than other competitors.

Keywords

Journal of International Marketing Modeling
Volume 3, Issue 1
February 2022
Pages 1-13

Files

Share

How to cite

Statistics