Anticipate the next market shift

Examples abound of companies which, at the peak of their success, were not able to see a market shift in the making – be it due to over confidence or the failure to see the big picture. This was true for Motorola, which did not recognize the importance of the shift to digital at the end of the nineties, and preferred to stick with analog. This is also true, in a way, of Sony, which chose to maintain a high-end positioning while the market was undergoing a profound transformation, moving toward cheaper products replaced more frequently.

These situations are all the more regretful since the impact of such changes can often be limited or even turned into an advantage if they are anticipated early enough. The publications that we have selected shed light on some critical points that can help sensitize managers to potential market shifts and thus take them into more effective consideration.

– Know that success can make your organization particularly vulnerable, so be particularly careful not to let your guard down when things are going well.

– Learn to identify the precursory signs of market shifts as early as possible.

– Don’t merely react passively to change; instead, use market shifts as a springboard for growth by keeping the initiative and shaping them to your advantage.