![]() ![]() ![]() ![]() Rethinking SWOTĪ venerable tool of business strategy, SWOT analysis, can help executives navigate this reality. More often than not, the upside-down world is the one we actually live in. ![]() But as many well-known strategy theories recognize, the business landscape is far from unchanging. That does seem to hold true in stable environments where technologies and market structures are more or less fixed. In the right-side-up world, strengths remain strengths and weaknesses remain weaknesses. Small companies find ways to turn deficiencies into advantages or to leverage the scale and capabilities of larger competitors against them. In an upside-down business world, big companies are brought down by their supposed strengths or toppled by smaller and seemingly weaker rivals. Looking at the business world upside down has a similar effect: It challenges your assumptions about company characteristics and what they mean for an organization. It’s a good way to challenge your assumptions about the way the world is - especially which continents and oceans are bigger and which are smaller. Look at a map of the world drawn upside down. ![]()
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