Incorporating the future - a study of three companies’ internalisation of future trends forecasting and scenario planning.

Sammanfattning: Purpose: The purpose of this thesis is: to determine key success factors for an organisation’s internal process of internalising future trends forecasting. Methodology: A qualitative approach has been chosen by examining three different companies (Electrolux, H&M and, Sony Ericsson) through interviews and other data. The empirical material have been analysed by using valid theory as a platform from where the analysis can be performed. This has created a conceptual analysis that enables the use of the conclusions in other similar companies. Conclusions: Companies with clear strategies for forecasting trends and implement scenario planning have promising opportunities to gain a competitive advantage. Important variables have been identified as key success factors for companies with the objective to internalise future trends forecasting. These involve an integrated approach between functions and organisational levels, where all involved functions can gain knowledge and understanding from uncertainties in the external environment. Furthermore, all planning activities should be non-static and communicated throughout the organisation with the use of measurable milestones. A good internalisation of trend forecasting and/or scenario planning can lead to an increased organisational memory that can create a better strategy of forecasting trends.