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High velocity markets drive adaptive capabilities.

Oliver, J. J., 2016. High velocity markets drive adaptive capabilities. Strategic Direction, 32 (1), 5 -7 .

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DOI: 10.1108/SD-07-2015-0111


At the core of every good strategy is the word ‘advantage’. Over the years management consultants and scholars have described this advantage as being competitive, differential, comparative, scale and sustainable to name but a few perspectives. However, with many markets now exhibiting high velocity conditions (Oliver, 2012) firms are adapting their corporate level strategy, business models, resources and capabilities at an increasingly frequent rate. This paper argues that at the core of every strategy, there now needs to be the word ‘adaptability’. One of the most topical management issues today is how firms sustain their business in markets that are increasingly characterized by volatility, numerous disruptions and uncertainty. The idea that corporate strategy needs to emphasize the adaptation of a firm faster than rivals means that adaptive capability should be considered as a competitive advantage in itself. Therefore, in high velocity market conditions the ability to adapt a firm will be the most effective way to sustain a business the in the long-term.

Item Type:Article
Group:Faculty of Media & Communication
ID Code:23032
Deposited By: Symplectic RT2
Deposited On:05 Jan 2016 11:45
Last Modified:14 Mar 2022 13:54


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