ABSTRACT
This chapter asks whether and how the vast resources that underpin the petroleum supply industry can be redeployed to support growth in existing or emerging new industries in Norway thereby creating new societal value from extant resources. The question is pursued through an analysis of diversification processes in petroleum supply firms that have explored opportunities for entering new markets. We find that inter-industry differences define important challenges for diversifying firms. This is particularly evident for issues such as innovation management, customer relationships and internal organisation of business functions, while diversification in terms of technology and products causes fewer difficulties.
