Scenario Cranes to Build New Cognitive Social Capital

Lang, Trudi and Ramírez, Rafael (2015) Scenario Cranes to Build New Cognitive Social Capital. Saïd Business School WP 2015-10.

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Abstract

This paper reports exploratory research on building new social capital with scenario planning. The key finding is that scenario planning can be deployed to build new social capital. This is done through a counterfactual process analogous to Normann’s proposed “crane building” whereby a contrasting set of conceptual futures are engaged to reframe the understanding of the context in the present. The emphasis on the conceptual future using scenarios means it is with the cognitive dimension that social capital is built, which has been under-explored in the literature. This paper thus makes three contributions: It provides an empirical example of what Normann proposed; it sheds light on what Maurer and Ebers (2006) termed the “dearth of research” about how organisations can build and reconfigure social capital to address changing strategic circumstances; and it foregrounds the cognitive dimension in building new social capital.

Item Type: Oxford Saïd Research Paper
Keywords: Scenario planning, building new cognitive social capital, conceptual cranes, Richard Normann, international business, strategy & innovation
Subject(s): Strategy; Entrepreneurship & Global business
Centre: Faculty of Strategy, Entrepreneurship and International Business
Date Deposited: 01 Jul 2015 12:23
Last Modified: 23 Oct 2015 14:08
URI: http://eureka.sbs.ox.ac.uk/id/eprint/5363

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