Explain why, in business and marketing planning, it is necessary to find a balance between the planned and emergent approaches to strategy; and compare the effectiveness

Explain why, in business and marketing planning, it is necessary to find a balance between the planned and emergent approaches to strategy; and compare the effectiveness of ?Competing on the Edge? (as described by Brown and Eisenhardt) and scenario thinking / planning in assisting marketers to find an appropriate balance between these two approaches to strategy.

Your essay will be marked in terms of
Your understanding of the two approaches to strategy and the various strategic concepts and frameworks discussed in the course
Evidence of reading and research wider than the course readings and lectures
Clarity of expression and evidence of marketing thinking
The structure and logic of your argument
Relevant practical examples and your own observations and opinions
Logical planning and sequence of the essay

I needed to be understandable because it big assignment worth 30% and want it to be so good so that i can get the best mark in my assessment so i go with confident to exam later.