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techniques currently available to estimate future circumstances as best as possible.
Obviously we know the world is inherently unpredictable, all businesses are subject to myopia to a certain extent according to Theodore Levitt (1960) who coined the term. Because of this, organizations should be careful not to define themselves too narrowly. For example, company that delivers coal should think of itself as being in the energy business. This broad market definition will provide a greater scope of opportunities as the industry changes. When we do this we are asking our managers to look beyond our current business activities and "think outside the box"...
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