Strategic Actions in the Face of Uncertainty

Paul J.H. Schoemaker, George S. Day


In the face of volatile change and mounting uncertainty, firms may have to adapt rapidly.  We highlight the mandates of strategic leaders who know how to develop organizational capabilities that allow for fast as well as slow action as circumstances dictate. In a world where unexpected twists and turns can overturn the most iron-clad handbook of standard operating procedures, strategic leaders remain a final, crucial line of defense.  Once organizations have sensed incipient change in their environment, and understand its potential impact better, the question becomes what to do practically.   

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Direitos autorais 2019 Revista Brasileira de Marketing – Remark

Revista Brasileira de Marketing – ReMark

e-ISSN: 2177-5184 

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