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Strategic Options When Facing Technological Change: Trigger or Shape, Stretch or Re-deploy?

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  • Thomas Durand

Abstract

How can a firm act when faced with change? This chapter discusses and illustrates a taxonomy of strategies for a firm confronted with business transformation triggered by technology. Since many players participating in the process of change shape the future of the business, there is room for strategy. Organizational competence is used as the central concept for considering strategic change. The idea of ‘competence gap’ is discussed to evaluate how fit or unfit the firm is for the new competence requirements brought about by the change. The concept of market power is then used to describe how a firm may influence the deconstructionreconstruction process of change. On that basis, a taxonomy of strategies available to firms facing change is presented and discussed (Trigger or Shape, Stretch or Re-deploy). Examples are provided to illustrate each strategy.

Suggested Citation

  • Thomas Durand, 2004. "Strategic Options When Facing Technological Change: Trigger or Shape, Stretch or Re-deploy?," Palgrave Macmillan Books,, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51277-1_6
    DOI: 10.1057/9780230512771_6
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