Dealing with environmental uncertainty: The value of scenario planning for small to medium-sized entreprises (SMEs)

European Journal of Marketing

Volumn 42, Issue 11-12, 2008, Pages 1170-1178

  Johnston, Michael ^a   Gilmore, Audrey ^b   Carson, David ^b  

^a Dairy Council for Northern Ireland   (United Kingdom)

^b UNIVERSITY OF ULSTER   (United Kingdom)

Author keywords

Corporate strategy; Marketing planning; Organizational planning; Small to medium sized enterprises; Supply chain management; Uncertainty management

Indexed keywords

EID: 54849435464     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560810903628     Document Type: Note

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