Volatile environments often force companies to renew their market strategy. In this study, the focus is on the process aspects of a renewal that is characterized by a high degree of 'muddling through'. This study wants to (1) show the complexity and incremental nature of market strategy renewal processes, (2) seek additional explanations for the antecedents of incrementalism in strategic decision-making and (3) illustrate the process of muddling by using critical incidents in a market strategy renewal effort of an industrial company. Using a longitudinal case design, this article highlights how incrementalism almost automatically creeps into market strategy renewal. Differences in rationality across managerial levels result in remedial, serial and socially fragmented incremental processes in these renewal efforts. Incrementalism in strategy is viewed as a natural phenomenon to be managed, rather than a deliberate course of action that is skillfully executed. © 2010 Elsevier Inc.

Martens, R., Matthyssens, P., Vandenbempt, K. (2012). Market strategy renewal as a dynamic incremental process. JOURNAL OF BUSINESS RESEARCH, 65(6), 720-728 [10.1016/j.jbusres.2010.12.008].

Market strategy renewal as a dynamic incremental process

Matthyssens P.
;
2012

Abstract

Volatile environments often force companies to renew their market strategy. In this study, the focus is on the process aspects of a renewal that is characterized by a high degree of 'muddling through'. This study wants to (1) show the complexity and incremental nature of market strategy renewal processes, (2) seek additional explanations for the antecedents of incrementalism in strategic decision-making and (3) illustrate the process of muddling by using critical incidents in a market strategy renewal effort of an industrial company. Using a longitudinal case design, this article highlights how incrementalism almost automatically creeps into market strategy renewal. Differences in rationality across managerial levels result in remedial, serial and socially fragmented incremental processes in these renewal efforts. Incrementalism in strategy is viewed as a natural phenomenon to be managed, rather than a deliberate course of action that is skillfully executed. © 2010 Elsevier Inc.
Articolo in rivista - Articolo scientifico
Incrementalism; Market strategy; Muddling through; Renewal process;
English
2012
65
6
720
728
none
Martens, R., Matthyssens, P., Vandenbempt, K. (2012). Market strategy renewal as a dynamic incremental process. JOURNAL OF BUSINESS RESEARCH, 65(6), 720-728 [10.1016/j.jbusres.2010.12.008].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/314532
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