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The turbulence of today's business environment - volatility in market positions, unpredictability of competitive outcomes, and a widening gap in performance between winners and losers - makes classical strategic planning increasingly limiting. To keep pace with incessant change, companies need a more adaptive and dynamic approach to strategy. In "Adaptive Advantage," the authors described an approach that involves iterative experimentation through a process comprising variation, selection, and amplification, with modulation at its center.
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