Product competition in a growing number of markets is undergoing a profound transformation. Some firms are now beginning to use new kinds of 'flexible designs' for products and organizations to pursue innovative product strategies that generate unprecedented levels of product variety and change....

Many industries are now evolving new kinds of competitive environments which are not adequately explained by traditional strategy theory. This article introduces a movement to make strategy theory more relevant to contemporary forms of competition by rethinking both the content and process of...