Purpose: A response to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market. Design/methodology/approach: This paper is a comment piece written in response to Sheth and Koschmann’s “Do brands compete or coexist? How persistence of brand...

Purpose: The case of Philips Lighting shows how management coped with the ambiguous but real threats and opportunities of a highly disruptive emerging technology using three insight-producing approaches: 10; 10;∙9; Probe and learn widely. 10;∙9; Explore creative hypotheses. 10;∙9; Develop multiple...

Purpose: The authors map out a work system that was key to Procter & Gamble transforming its innovation practices from a slow-paced, cautious incrementalism toward a leaner, more entrepreneurial model able to make bigger and riskier long-term bets. Design/methodology/approach: Starting in 2016,...

Purpose: When the Covid-19 pandemic struck some organizations were more vigilant and better prepared to absorb the shock and are emerging stronger. This article describes the best practices of these vigilant organizations that enabled them to be more adept at anticipating whatever surprises are...