ABSTRACT
Companies are established; they live, grow, develop, and flourish. But many of them die, too, because they have not been able to adapt to changes in the environment. Some companies have shown persistent longevity for even hundreds of years. They have shown vitality; they have grown stronger; they have been able to revive and renew themselves through many crises. They have endured because of their capacity to change without losing their core competence like the ones that have died.
