Strategic Anticipation as a Decision-Making Tool for SMEs: Lessons from a Pandemic
DOI:
https://doi.org/10.18041/2382-3240/saber.2021v16n2.7833Keywords:
Reactivation, SMEs, Decision Making, Strategic AnticipationAbstract
The global pandemic caused by Covid-19 has raised several questions and challenges for the business environment, including: How can an economy sustain its speed and prosper in the midst of confinement? How can strategic marketing respond to these changes? And finally, what knowledge do top management teams require to make decisions in the midst of highly vulnerable scenarios? All of the above has meant that, when necessary (as in this new business environment), organizations that question their own business models, rely on agile transformation processes and understand that technology and digitization serve global transformation, are those that thrive. While the pandemic is not yet over, some lessons have been learned regarding how the business environment can respond to unstable scenarios, specifically highlighting the role of strategic anticipation as a decision-making tool for SMEs. In the era of unstable environments organizations must improve their vision, thinking about the situation from a holistic perspective (seeing the forest instead of a tree) and of course seeing other forests, other opportunities and other scenarios if possible, understanding that the future is a consequence of actions in the present.
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