Best in Brief: Think 'Velcro'

This is a summary of a piece in MIT Management Review and suggests that competitive advantage can exists for short or long periods and that companies in high-velocity markets need to think 'Velcro', that is that organisational strategy should be firm and clear but able to change quickly.

Best in Brief: Think 'Velcro'

(MIT Sloan Management Review)

Kathleen M. EisenhardtDouglas WestProfessor of Marketing at the University of Westminster, provides a summary of this article.

Like it or not, strategy has changed. Sustainable competitive advantage still exists, but may last ten minutes or ten years in the global highvelocity marketplace. Strategy 'as usual' has gone. The fundamental driver of the new economy was always globalisation, and not the internet.

The fundamental principle that strategy is about being different continues in the interconnected global marketplace, but the focus has changed. The new strategic watchwords are simplicity, organisation and...

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