IDEAS home Printed from
   My bibliography  Save this article

Market strategy renewal as a dynamic incremental process


  • Martens, Rudy
  • Matthyssens, Paul
  • Vandenbempt, Koen


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.

Suggested Citation

  • Martens, Rudy & Matthyssens, Paul & Vandenbempt, Koen, 2012. "Market strategy renewal as a dynamic incremental process," Journal of Business Research, Elsevier, vol. 65(6), pages 720-728.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:720-728
    DOI: 10.1016/j.jbusres.2010.12.008

    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.

    References listed on IDEAS

    1. Stevens, Eric & Dimitriadis, Sergios, 2004. "New service development through the lens of organisational learning: evidence from longitudinal case studies," Journal of Business Research, Elsevier, vol. 57(10), pages 1074-1084, October.
    2. repec:cup:apsrev:v:89:y:1995:i:04:p:819-840_09 is not listed on IDEAS
    3. Walfisz, Martin & Zackariasson, Peter & Wilson, Timothy L., 2006. "Real-time strategy: Evolutionary game development," Business Horizons, Elsevier, vol. 49(6), pages 487-498.
    4. Orton, James Douglas, 1997. "From inductive to iterative grounded theory: Zipping the gap between process theory and process data," Scandinavian Journal of Management, Elsevier, vol. 13(4), pages 419-438, December.
    Full references (including those not matched with items on IDEAS)


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

    Cited by:

    1. Martin-Rios, Carlos & Parga-Dans, Eva, 2016. "Service response to economic decline: Innovation actions for achieving strategic renewal," Journal of Business Research, Elsevier, vol. 69(8), pages 2890-2900.


    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:jbrese:v:65:y:2012:i:6:p:720-728. 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.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with 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.