Palo Alto/Princeton/Lucerne, February 2016.
ProACT is a strategic tool that enables systematic and objective scenario development and action planning
Complex factors and multiple functions affect brand & organizational performance. Dynamic environment, competition and market pressures are becoming boundary-less.
These factors can be both 'Internal' or 'External' to the organization. Multiple functions take tactical/strategic decisions during the entire product life cycle; these decisions are often taken in isolation and are not necessary aligned to strategic goal ( or the bigger picture ).
Strategic decisions need to take into account both internal and external factors for COMPREHENSIVE review. There is a need to integrate different functional insights during the various stages of a product lifecycle. The goal is to align prioritized scenarios (risk & opportunities) across different functions during the various stages of product lifecycle.