Dr. Ben Gilad has written a fourth featured post for the American Marketing Association:
The need to be proactive—to “disrupt before you are disrupted”—is a common theme among management and consulting gurus. The reality, however, is very different. All strategic moves are, to a degree, reactive. Without change in the environment forcing management to react—rethink, modify and adapt their strategies—companies have no incentive to change. Without an incentive, there is no reason to change. “If it ain’t broke, don’t fix it” is a powerful modus operandi, whether it is acknowledged or not—and it’s often the rational approach.