Understanding the sources of sustained competitive advantage is the fundamental task of strategic management research. An interesting concept of fast strategy has emerged, which builds a firm's competitiveness from its ability to react to change more rapidly than its competitors. We approach...

Purpose – The purpose of this paper is to examine challenges in the front end of innovation (FEI) and to propose a scenario‐based approach to alleviate some of these problems, particularly as regards uncertainty in opportunity recognition. Design/methodology/approach – The paper answers...