This conceptual essay introduces disciplined vision casting (DVC) as a new method for exploring possible futures. Drawing on scenario planning, introspection, and creative writing, DVC casts a set of future scenarios, based on a combination of guiding uncertainties found in the literature. Marketing scholars stand to benefit from leveraging DVC as it provides them with a laboratory for exploring undiscovered contexts and circumstances which may challenge widely-held beliefs. As such, this novel method of projecting into the future offers the field a stimulus for theory discovery and enrichment and a low-cost and readily-implementable method of foreseeing potential future events.

• E. Ramirez(University of Texas at El Paso, USA)
• S. Tajdini(University of Texas at El Paso, USA)