Abstract
The core research question that is discussed in this paper is: “How is the future constructed in corporate strategy-making practice?” The answer is provided through the analysis of a single case study that was conducted in the context of a Hungarian children’s book publishing company. The results show that apart from consciously and deliberately applied future anticipation and/or foresight tools and techniques in strategising practices, other managerial activities may also lead to foresightful actions, specifically, everyday strategy-making practices, e.g., future-oriented product design, employee selection and cooperation with supply chain partners. In summary, moderate growth, risk management, trust and fair stakeholder management practices are the key factors that comprise an active future-creating strategy. With a few examples that are taken from the everyday life of the subject company, the paper describes these characteristics and examines their roles in shaping the corporate future in the strategising practices of the present.
Highlights
Most of the literature on Foresight and strategy engages in theoretical concepts and frameworks, but we rarely see literature that addresses Breal practice^, i.e., how these concepts are put into practice and how they are framed by those who apply them
This paper provides both theoretical and practical implications that are derived from a case study that was conducted in a Hungarian enterprise, which is classified as a Small and Medium Enterprise (SME)
A predictable, programmable future is an essential part of strategy-making and strategic decision-making because a company that operates in a predictable environment possesses the type of stability upon which a genuine long-term strategy can be constructed
Summary
Most of the literature on Foresight and strategy engages in theoretical concepts and frameworks, but we rarely see literature that addresses Breal practice^, i.e., how these concepts are put into practice and how they are framed by those who apply them. This paper argues that conscious future strategising can be identified on the level of the everyday practices of strategy makers This is the point at which theory and practice meet, and this paper aims to offer the possibility of mutual learning and fruitful dialog among practitioners and theorists. Berger and Luckmann [1] discuss the social construction of reality in their knowledge-sociological thesis Adhering to this philosophy-of-science trend, using the case study method, this paper explores the process of the unfolding and/or construction of the future by applying the organisation theory trends of the so-called interpretative and constructivist paradigms of the social sciences [2, 3]. Each individual interprets their world through their individual filters, cognitive schemes and perception, and I will investigate that subjective, individual understanding and its evolution into
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