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The Future of Strategy: A Transformative Approach to Strategy for a World That Won’t Stand Still by Gillis Jonk, Martin Fabel, Johan Aurik

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CHAPTER 5

Transformational Strategy

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The easiest way to predict the future is to invent it.

—ALAN KAY1

IN A DYNAMIC BUSINESS ENVIRONMENT, strategy entails change. Some established firms cope with change by continuing the practices that have made them successful in the past, but finding ways to do things better. Their hope is that better performance will allow them to grab market share and grow the business as the sector expands or, if the sector is stagnant or in decline, at least help the firm survive as the last one standing.

However, as change in the marketplace becomes faster and larger and as the size and shape of the playing field continue ...

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