Situational strategies

To win in turbulence, senior executives must continually review three dimensions of their business context: their industry’s source and level of turbulence, their own strategic position within their sector, and their financial strength. The author reports on a study that suggests that there is a significant opportunity to win in turbulence. The companies that were prepared for bad times captured a disproportionate share of industry growth and profits. These companies had developed situational strategies that could be called upon immediately when the market changed. The article describes the key steps in developing and implementing these alternative strategic moves.