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Market strategy renewal as a dynamic incremental process

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

Abstract

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
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    References listed on IDEAS

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    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.
    2. Meissner, Dirk & Burton, Nicholas & Galvin, Peter & Sarpong, David & Bach, Norbert, 2021. "Understanding cross border innovation activities: The linkages between innovation modes, product architecture and firm boundaries," Journal of Business Research, Elsevier, vol. 128(C), pages 762-769.
    3. Patel, Pankaj C. & Parida, Vinit & Jayaram, Jayanth & Oghazi, Pejvak, 2018. "Task equivocality and process modularity in R&D offshore collaboration projects," Journal of Business Research, Elsevier, vol. 93(C), pages 12-22.
    4. Elisa Arrigo, 2012. "Alliances, Open Innovation and Outside-in Management," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Innovat, pages 53-65.
    5. Elisa Arrigo, 2018. "Open Innovation and Market Orientation: An Analysis of the Relationship," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 9(1), pages 150-161, March.

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