Principles of Flowing Stream Strategy

Part of the Management for Professionals book series (MANAGPROF)


The continuity–change matrix presented in the last chapter has identified four types of strategies, viz., tree, mushroom, wind, and flowing stream strategy. It has been observed that though a large class of organizations either fall under the category of flowing stream or are heading toward it, strategic roadmap of balancing high continuity and high change forces is not yet adequately articulated. In order to evolve such a roadmap, guiding principles of flowing stream strategy are discussed in this chapter. First, the overall strategic thinking behind these principles (covering strategic dimensions and associated risks) is outlined. Subsequently, each principle is discussed so as to identify the strategic channel it supports leading to the evolution of key channels framework (to be elaborated in the next chapter).


Customer Requirement Customer Orientation Flowing Stream Change Force Customer Base 


  1. Hamel, G., & Prahalad, C. K. (1994). Competing for the future. Boston: Harvard Business School Press.Google Scholar
  2. Sushil. (2012a). Flowing stream strategy: Managing confluence of continuity and change. Journal of Enterprise Transformation, 2(1), 26–49.CrossRefGoogle Scholar

Copyright information

© Springer India Pvt. Ltd. 2013

Authors and Affiliations

  • Sushil
    • 1
  1. 1.Department of Management StudiesIndian Institute of Technology DelhiNew DelhiIndia

Personalised recommendations