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(More customer reviews)I purchased this book because of the L.A. Times review, "`Strategic Business Forecasting' is Wittier than Its Title." The reviewer, Peter Pae, claimed "Much of Ramo's witty writing style is intact, with Sugar providing detailed analysis. Ramo became legendary for capsulizing complex ideas into wry witticism." Well, I read the entire book, and I didn't find a trace of wry wit. Rather, I found paragraphs like this:
"Having predicted the range, we then can examine the possible consequences to the future of our own particular activity at each limit with confidence that we probably have covered the situation, certainly not completely, or maybe not even adequately, but at least somewhat usefully. If either of the two limits were to occur and if we had earlier concluded that we could not survive with one, or worse, with either, then the forecasting process already will have been of some help to us in our management duties because we might have acted earlier to better the future as a result of our prediction attempts."
Uh, Peter Pae, did you actually read this book? I doubt it. "SBF" is so dry, I'm using it as a dehumidifier. Beyond its arid prose, the book is also weak on methodology. The first half of "SBF" describes a forecasting approach that's essentially educated guessing. Really. The second half consists of the authors' predictions for the world, and reads like a collection of undergraduate essays based on Wikipedia articles.
"SBF" is actually more of an executive's guide on how to set priorities. If that interests you, then "SBF" has some value. But if you're seeking scientifically-based forecasting tools - or a witty read - I predict that you're going to be completely disappointed.
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Strategic Business Forecasting: A Structured Approach to Shaping the Future of Your Business"A helpful read not just for corporate strategists but for almost anyone looking ahead.”Los Angeles Times
What's Your Next Big Move?
At the turn of the century, Western Union passed on the chance to dominate the telephone industry. Later, General Electric concluded that a new invention called television was doomed to fail. And very recently, decision makers at the highest level were taken off-guard when the global economy dropped from under their feet--and took their companies with it.
Today, only those business leaders with the power of long-term foresight will seize and hold true competitive advantage. But can managers really predict the future? Yes, to a greater extent than one might expect. Strategic Business Forecasting shows how to identify and quantify possible events that may affect your business. Applying creativity, personal experience, and the lessons of history, you can use such forecasting to develop plans that will help your organization compete.
Drs. Simon Ramo and Ronald Sugar, two giants of the aerospace industry, share their Four-Measures Rating system to help you explore the world of possibilities--thoroughly and systematically. Under their tutelage, you will be equipped to:
Create a comprehensive list of possible scenarios concerning your business
Utilize a scoring system to rate each scenario's merit as a serious and useful prediction
Develop an effective plan that strategically shapes the future of your organization
The authors provide vivid illustrations of the Four-Measures system at work with real-world examples of both forecasting failures and successes.
No one can predict perfectly, and the authors don't promise magic. With the approach described in Strategic Business Forecasting, however, you can ensure your organization is better poised to seize future opportunities, avoid pitfalls, and handle anything the increasingly volatile global economy throws your way.
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