Vi) Royal Dutch Shell

Another fascinating example is Royal Dutch Shell. The approach that they have used is called scenario planning (see Volume 4) which involves exploring possible alternative scenarios to what you're doing now by challenging mindsets and conventional assumptions. Scenario planning in the 1970's helped the company handle the "Oil Crisis" better than its competitors, ie jumped from being number 7 to 2 in the petroleum industry. On the other hand, the more recent problems with conservationists on off-shore oil rigs and allegations of corruption in African oil countries, such as Nigeria, have highlighted the need for Shell to re-invent itself.

 

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