Best in Brief: Think 'Velcro'

(MIT Sloan Management Review)

Kathleen M. Eisenhardt

Douglas West
Professor 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 timing.