Future creation in the strategising practice of a Hungarian company

Abstract

The core research question that is discussed in this paper is: "How is the future constructed in corporate strategy-making practice?" The answer is provided through the analysis of a single case study that was conducted in the context of a Hungarian children's book publishing company. The results show that apart from consciously and deliberately applied future anticipation and/or foresight tools and techniques in strategising practices, other managerial activities may also lead to foresightful actions, specifically, everyday strategy-making practices, e.g., future-oriented product design, employee selection and cooperation with supply chain partners. In summary, moderate growth, risk management, trust and fair stakeholder management practices are the key factors that comprise an active future-creating strategy. With a few examples that are taken from the everyday life of the subject company, the paper describes these characteristics and examines their roles in shaping the corporate future in the strategising practices of the present.