Why dynamic corporations win: part I

It is not the strongest of the species that survives, nor is the most intelligent, but the one that is the most adaptive to change (Charles Darwin). This could probably the reason why the dinosaur went into extinction while the cockroach survived till today. Well, whether you believe in Darwinism or not, this is definitely applicable when it comes down to business competitiveness. While there is nothing wrong in being stronger in many aspects, neither is there anything wrong in being intelligent in many others, however, if all these capabilities do not result in the skill to adapt to change, someone else will eventually take over the champion’s position.

Even when all the corporations try to be adaptive, not all of them ultimately win. The secret lies in whether the adaptation is proactive or reactive. Reactive adaptation is relatively defensive and easy. You wait for something to happen, then you adapt based on what others are doing. On the other hand, proactive adaptation calls for forecasting the change(s) and prepare for the innovation required to face this change. Once there are signs of change in the horizon, the proactive corporation strikes first by catching everybody else off-guard. By the time everyone copies this innovation, the champion corporation already would have planned for the next one. In the words of Apple’s Steve Jobs, “Innovation distinguishes between a leader and a follower.”

Therefore, “right now” is always the perfect time to plan for your next innovation.


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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