Shaping the future: a journey not to chase but to create the future of business
Daniel Castejon and Rosaline Hester
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Introduction
Shaping the future was not the original name of this investigation. In fact, its name was something like "Latin America 2025". Why did we change it? Basically because, throughout this process, we changed our starting point. At the beginning, our main question was: What's going to happen in our region towards 2025? But after diving in the "sea of thousands of forecasted changes" we discovered that we would sink if...