The business idea: problems of readiness and abandonment as a prerequisite to scenario thinking and planning.

Documenting organisational history and heritage, it is argued, is an increasingly critical precursor to effective corporate and scenario planning. This study proposes that organisational history and heritage can be encapsulated in any local setting through the application of van der Heijden's (1996) conceptual framework i.e. the "business" idea. The study demonstrates that documenting the organisational business idea in use is a valid and meaningful planning activity. Secondly, the possession of multiple perspectives on the business idea in use, means that current and future planning teams will collectively be better informed, more competent and ready to abandon established ways of doing business and to strategise about unknown futures.Interpretivist methodology utilising an embedded single case study method was applied to an organisation undergoing change: the Family Planning Association of Western Australia, Inc. (FPWA). A stratified sample of thirty-four members from FPWA's institutional (Board of Management), corporate, organisational (service managers and coordinators) and technical (service delivery) organisational levels were interviewed, with the intent of capturing broad perceptions from each organisational level of the derived categories of the business idea framework. The categories investigated were those of organisational purpose, customer value created, distinctive competencies, competitive advantage, organisational uniqueness, positive and negative forces, and results. The study sought evidence to support each of the derived categories, as well as looking to elaborate on the process and task of business idea investigation and articulation.Interview outcomes were transcribed, coded and analysed using NUD*IST, the intent being to craft a consolidated model of the business idea in use at FPWA. Multiple perspectives from the four nominated organisational ++