The speed of change in markets and the increasing number of variables this throws up have created a marketplace that on the surface appears to be a stormy maelstrom. While deeper currents may be more traditional it is this volatility that has an impact on the primary strategic focus and certainly has the ability to upset completely the balance of any organization. Daryl R. Conner captured the essence of this in his book Leading Edge of Chaos: ‘the more volatile the market, the quicker an organisation’s success formula becomes obsolete’.
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