| Quick Facts | |
|---|---|
| Report location: | http://www.motivesandfiction.com/cont/10629 |
| Language: | English |
| Publisher: | gravity GmbH |
| Publication date: | 2019 |
| Authors: | Prof. Dr. Jan Oliver Schwarz and Dr. Rupert Hofmann |
| Time horizon: | 10 years |
| Geographic focus: | Global |
| Page count: | 17 |
Insights from the Audi Brand Fiction Space Project
Companies today are confronted with a VUCA world (VUCA = Volatility, Uncertainty, Complexity and Ambiguity). Although this realization has no more novelty value, the question remains how companies plan for a future when volatility, uncertainty, complexity and contradiction are the main characteristics of the corporate environment and predictions about the future become even more difficult. Understandably, the dream that companies have of anticipating future developments and trends in order to “buy time” for strategic decisions is still relevant today.