The need for scenario planning and design fictions

The events of the past few years have jolted marketers in every sector and, faced with increasing instability, all businesses need to re-examine established assumptions and certainties.

The events of the past few years have jolted marketers in every sector – even in what once were perceived as comparatively sleepy industries, like household appliances.

As the maker of products like wall ovens, dishwashers and microwaves, Electrolux sells...

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