ABSTRACT
The forces driving change within firms include new customer demands, changes in regulation, technological innovation, developments in communications and transport and political changes resulting from increased global economic integration (Wind and Main, 1998). These changes create a need for continual performance improvement to maintain competitive position and create shareholder value. Competitive advantage is harder to sustain: the firm must simultaneously innovate, reduce costs and cope with increasing uncertainty. At the same time, there are increased opportunities, with reduced barriers to operating globally. Yet, no matter how effectively managers plan, increased turbulence and uncertainty mean the unexpected will occur.
