The idea of scenarios describing possible stories about the future is probably as old as mankind. A scenario is a tool for ordering one's perceptions about alternative future environments in which today's decisions might be played out [Wilkinson, 1996]. As a methodology, it has long been used by the military. It can prepare us in the same way that it prepares corporate executives: it helps us understand the uncertainties that lie before us, and what they might mean. It helps us rehearse our responses to those possible futures. In addition, it helps us spot them as they begin to unfold. Only in the last 30 years, in the face of increasing uncertainty and complexity, have corporations and other large, global organisations begun to develop sophisticated scenario planning processes. Royal Dutch Shell made the tool famous by using it to great effect; Shell anticipated and was prepared for the dramatic events within the Oil industry during the last 30 years because of using scenario planning [Schoemaker, ea. 1992]. In this chapter is explained how a scenario-planning model can lead to a learning experience.

In the last thirty years management literature has paid a lot of attention to studies on the standardization of international marketing. Especially marketing program standardization is thoroughly examined. Only in the last ten years more attention is paid to the standardization of marketing processes. However, there still is little evidence for a (positive) relationship between marketing standardization and business performance. Therefore at the Vrije Universiteit Amsterdam a Benchmark Study has been developed to investigate if standardization of International Marketing Strategies will improve performance. Companies from the following four industries were included in this study: Consumer Electronics, Multi Media, Fast Moving Consumer Goods and Pharmaceuticals. This paper focuses on the Consumer Electronics industry. The main objective of this paper is: To provide insight in the extent of standardization of European marketing programs and processes in the consumer electronics industry and the differences between higher and lower performers in standardization level and perceived best marketing practices.