Synthesizing scenario planning and industry recipes through an analysis of the Hollywood film industry

This paper creates a theoretical construct through the synthetization of industry recipes in the Hollywood film industry and scenario planning's intuitive logics approach. It illustrates how the incumbent-challenger paradox coupled with the industry recipes framework can provide a robust scenario narrative. Through a multiple case study approach, an industry recipe is constructed, the industry recipe factors are identified. Then the intuitive logics approach is blended with the industry recipe factors through the creation of scenario recipe factors and represented in a theoretical framework. The underlying premise of the paper purports that exploration of the industry recipes framework can help advance the intuitive logics approach through narrative development.