Questions: Proactive firms should engage in , which is the art and science of preparing for multiple different futures and future events. A. reactive marketing B. operant conditioning C. environmental scanning D. brand activism E. scenario analysis

Proactive firms should engage in , which is the art and science of preparing for multiple different futures and future events. A. reactive marketing B. operant conditioning C. environmental scanning D. brand activism E. scenario analysis
Transcript text: Proactive firms should engage in $\qquad$ , which is the art and science of preparing for multiple different futures and future events. A. reactive marketing B. operant conditioning C. environmental scanning D. brand activism E. scenario analysis
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Solution

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The answer is E: scenario analysis.

Explanation for each option:

A. Reactive marketing: This involves responding to events or changes in the market after they occur. It is not about preparing for multiple futures but rather reacting to current situations.

B. Operant conditioning: This is a concept from psychology that involves learning through rewards and punishments. It is not related to preparing for future events or scenarios.

C. Environmental scanning: This involves monitoring and analyzing external information to identify opportunities and threats. While it is a proactive activity, it is more about gathering information rather than preparing for multiple futures.

D. Brand activism: This refers to companies taking a stand on social, political, or environmental issues. It is not directly related to preparing for different future scenarios.

E. Scenario analysis: This is the correct answer. It is a strategic planning method used by organizations to make flexible long-term plans. It involves creating and analyzing different plausible future scenarios to prepare for various potential outcomes.

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