Companies Must Search for New Positions Continually
New strategic positionsthat is, new combinations of who/ what/howare emerging all the time. Changing industry conditions, changing customer needs or preferences, moves and countermoves by competitors, and a company's own evolving competencies give rise to new opportunities and new ways of playing the game. Unless a company continually questions its accepted norms and behaviors, it will never know that other options have emerged. More agile players will jump in and take the lead.