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Numerous approaches to scenario planning exist. In fact, as a discipline that has grown more in practice than in any other domain, much about the process is not fully understood.This has led to extreme variety in method and process for conducting scenario projects.The authors begin the task of investigating the elements that appear common to multiple models and processes with intent of aggregating these elements toward a best practice approach. In this article, the authors present and describe several prominent scenario planning models in detail, highlighting the strengths and areas for improvement in each.They then discuss opportunities for solidifying best practices in terms of a sound approach to scenario planning in addition to offering the basis of a unifying model for moving the study of scenario planning forward. Conclusions and suggestions are provided for organizational decision makers and researchers.

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Purpose This research investigates new innovative service models that provide opportunities for hearing and deaf individuals to switch roles within a co-created service encounter to allow for an enhanced perspective-taking experience. The purpose of this paper is to gain an in-depth understanding of deaf individuals’ experience working within such models using their preferred language, American sign language, to interact with a primarily hearing-majority customer base. Design/methodology/approach Data were collected for two studies through qualitative depth-interviews with both the deaf service employees and the hearing-majority customers from a North American restaurant founded on this innovative service model. Findings Results of these studies yield new insights into understanding the value generated for both the minority and majority populations within this co-creation platform. Notably, the deaf employees primarily recognize the transformative value derived from this service experience, whereas the hearing customers note the missing habitual value elements to which they are accustomed in traditional service encounters that inhibit repatronage intentions. Originality/value This is the first study to investigate the interpersonal service experience of deaf and hearing individuals within these emerging service models. Further, this research represents an initial attempt to explore a co-creative service experience between two different cultures, the deaf-minority and hearing-majority populations, with differing levels of ability.

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