The paper presents the results of an application of judgemental modelling t
o the development and analysis of scenarios in the pharmaceutical industry.
It describes how the models were constructed and evaluated by a group of e
xecutives responsible for the scenario generation, and uses perceptual mapp
ing techniques to represent the differing perspectives. The paper considers
the effectiveness of different approaches to support group decision making
and how judgemental modelling aided the analysis of the outcomes. The init
ial results suggest that the combination of the structured decision approac
h and the visual representational technique is a powerful managerial tool i
n such situations. Proposals for its future development and suggestions for
further research are explored. (C) 1998 Elsevier Science Ltd. Ail rights r
eserved.