 Market strategy renewal as a dynamic incremental processRudy Martens, Paul Matthyssens and Koen Vandenbempt Journal of Business Research, 2012, vol. 65, issue 6, 720-728 Abstract: Volatile environments often force companies to renew their market strategy. In this study, the focus is on the process aspects of a renewal that is characterized by a high degree of ‘muddling through’. This study wants to (1) show the complexity and incremental nature of market strategy renewal processes, (2) seek additional explanations for the antecedents of incrementalism in strategic decision-making and (3) illustrate the process of muddling by using critical incidents in a market strategy renewal effort of an industrial company. Using a longitudinal case design, this article highlights how incrementalism almost automatically creeps into market strategy renewal. Differences in rationality across managerial levels result in remedial, serial and socially fragmented incremental processes in these renewal efforts. Incrementalism in strategy is viewed as a natural phenomenon to be managed, rather than a deliberate course of action that is skillfully executed. Keywords: Incrementalism; Muddling through; Market strategy; Renewal process (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:6:p:720-728 DOI: 10.1016/j.jbusres.2010.12.008 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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