An application of a network-based futures method to strategic business planning

An analysis of the possible future development paths for the business environment of a medium-sized company operating in the advertising and media sector has been carried out using extended field anomaly relaxation. It indicates that a number of development paths exist for the company, the main issues confronting it being location and share structure. The constraints imposed by the environment on the choice of these two conditioning factors are severe and less freedom of action is evident than was perceived to be present before the analysis. For example, the option of relocating to Central London can be seen clearly to be consistent with only a major share sale amounting to exiting the business. The option of a majority or minority share deal together with a relocation to a single site and retaining a London front office emerged as an attractive option for the company. Certain structural characteristics surrounding the share structure are observed. Development of the situation continued after the analysis was reported, leading to confirmation of the validity of the method.