IDEAS home Printed from
   My bibliography  Save this article

Maintaining strategic momentum: The CEO's agenda


  • Maljers, Floris
  • Baden-Fuller, Charles
  • Van Den Bosch, Frans


How does the chief executive of a large complex organization maintain strategic momentum? This represents a great challenge when there are no obvious external threats, and no obvious reasons for having a concerted action. Floris Maljers, Charles Baden-Fuller and Frans van den Bosch explore the inherent tensions which exist between stability and change. Change is necessary to maintain success, but too much change is disastrous. The authors argue that there are several possible solutions to this paradox, including that of generating periods of intense activity followed by periods of comparative stability and incremental improvement. Using the introspection of one of the CEOs of Unilever, who held office from 1984 to 1994, the authors examine how these tensions were played out and resolved.

Suggested Citation

  • Maljers, Floris & Baden-Fuller, Charles & Van Den Bosch, Frans, 1996. "Maintaining strategic momentum: The CEO's agenda," European Management Journal, Elsevier, vol. 14(6), pages 555-561, December.
  • Handle: RePEc:eee:eurman:v:14:y:1996:i:6:p:555-561

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. B.M. Sadowski. & G.M. Duysters & G.Sadowski-Rasters, 2005. "On the termination of strategic technology alliances: An exploratory study," Working Papers 05.12, Eindhoven Center for Innovation Studies.

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:eurman:v:14:y:1996:i:6:p:555-561. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.