ABSTRACT
Some businesses choose to do nothing and hope for the change to dissipate and for former market conditions to re-emerge. In a context where speed and agility are crucial, this ‘crisis of adaptation’ reaction often results in failure to recognize and capitalize on opportunities, such as Kodak’s denial of digital trends and Blackberry’s market-share erosion to smartphones, to name but a few. Today many rms are failing to exploit the potential of digital in their operations (Management Agenda 2016). This then results in business casualties in terms of bankruptcy, market-share erosion, wasted investments and shareholder dissatisfaction. As is often said, the greatest danger in times of turbulence is not the turbulence. It is acting with yesterday’s logic.
