Companies can sharpen their quest for a sustainable competitive edge by pursuing adaptive advantage—a strategy that acknowledges the unpredictability of today’s environment and unlocks the dynamic qualities of competition. With adaptive advantage, approaches to new problems can continually emerge.
Traditional strategy assumes that there is durable advantage in well-defined and largely stable industries comprising a few relatively homogenous competitors.
But increased turbulence in some of today’s business environments has invalidated classical business strategy. Leadership is less durable today, and industry boundaries are blurring. With key variables constantly shifting, it is harder than ever for companies to forecast even their own success.
It is time to supplement traditional, static strategy with a dynamic, adaptive strategy. The BCG Henderson Institute knows how to develop a malleable strategy and achieve adaptive advantage—a position that promises long-term success.