Abstract
“There’s no playbook for this.” That’s what CEO Michael Lynton told Associated Press following a devastating cyberattack that crippled Sony’s computers, stole its data and nearly scuppered the release of its controversial movie, The Interview. Stories like this should serve as a wake-up call to all managers, no matter if they are in the media and entertainment industry or not. But the response should not be one of hand-wringing, hoping and praying your company won’t be next. There are actions you can take so that you do have a playbook—not just for eventualities like a cyberattack but to envisage your future business environment more clearly so that you make better strategic choices. Scenario planning, the subject of this chapter, is a helpful way of future-proofing your business.
This chapter also contains some material from M. Rosenberg (2012), “Using Scenarios to Plan for Tomorrow,” IESE Insight magazine, First Quarter, Issue 12.
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References
Associated Press (January 8, 2015), “Call to Google Got ‘The Interview’ Out: Sony Pictures CEO,” http://hosted.ap.org
40 Years of Shell Scenarios (1972–2012), http://www.shell.com/energy-and-innovation/the-energy-future/scenarios/new-lenses-on-the-future/earlier-scenarios.html
K. Rawlinson (January 9, 2015), “Sony Boss: ‘No Playbook’ for Dealing with Hack Attack,” BBC News’ Technology section, http://www.bbc.com/news/technology-30744834
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Rosenberg, M., Seager, P.H. (2017). Scenario Planning: Your Playbook for the Future. In: Rosenberg, M., Seager, P. (eds) Managing Media Businesses. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-52021-6_11
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DOI: https://doi.org/10.1007/978-3-319-52021-6_11
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