Scorecarding and Heat Mapping: Tools and Concepts forAssessing Strategic Uncertainty

摘要

The dramatic changes occurring throughout the agriculture industry are creatingnew and different uncertainties that result from a turbulent business climate. Theobjective of this paper is to present a methodology to understand, assess andevaluate, and manage strategic uncertainty. The approach is to present a mentalmodel that frames assessment of strategic uncertainty from a potential andexposure perspective. Scorecarding and heat mapping assessment toolsoperationalize the mental model. Participants in an executive agribusinesseducational workshop applied this mental model and the assessment tools to one ofthree hypothetical seed companies. The participants then provided an evaluation ofthe usefulness and effectiveness of uncertainty scorecarding and heat mapping.