Chapter 9


The adaptive strategy enables the business to adapt to changes in customer needs, which may be difficult to predict. This strategy fits circumstances where the environment is in a state of flux. Customer needs could be changing, products and technologies could be evolving. The adaptive strategy can also be deployed where the firm chooses to meet customers’ needs with a bespoke service offering.

This strategy builds the system’s capability to adapt and adjust to the unfolding changes in the environment. Key to the adaptive strategy is enhancing both the ability of the system to sense early signals of impending change and to have the flexibility to adapt to what unfolds. Whilst it is possible to create new knowledge inside ...

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