Title
Market strategy renewal as a dynamic incremental process Market strategy renewal as a dynamic incremental process
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
New York ,
Subject
Economics
Source (journal)
Journal of business research. - New York
Volume/pages
65(2012) :6 , p. 720-728
ISSN
0148-2963
ISI
000304690900002
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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. All rights
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