Which Strategy When?

The authors recommend integrating two parameters to guide our thinking about strategy: the degree of environmental turbulence, on the one hand, and the type of competitive advantages one has, on the other. They assert that there are two types of competitive advantage, namely, those dependent on one or more distinctive resources, and those whose power lies in the close integration of sometimes ordinary resources. They warn that these types of assets are not equal when faced with more or less turbulent environments.