CASE 8 SCENARIOS FOR DEALING WITH CHANGE
Over the last decade, there have been dramatic changes in many industries; firms that used to be the leaders have now disappeared or fallen behind while new companies, often unheard of until recently, now lead the way. In the airline business, Eastern Airlines is gone; in computers, IBM is scurrying to catch up; and in retailing, K mart has been pummelled by the competition. What went wrong? One problem is that senior-level management was not prepared for the new challenges. A change in top management was needed. A second, and accompanying, reason is that many companies did not know what to expect, so they forecast that the future would be similar to the past. And they were wrong. A third, and supplemental, ...
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