In his article entitled, “Why Good Companies Go Bad”, Donald N. Sull begins by pondering the following question: “why is it that when successful companies face big changes in their environment, they often fail to respond effectively?”
To answer this question, Sull makes a compelling argument. It’s not that these companies are paralyzed; frozen with fear and incapable of responding to the impending threat. Au contraire. One might say, they’re ‘over-responding’. Sull’s research indicates that when the captains of these companies see stormy waters ahead, everyone runs around in a flurry of activity doing what they can to save the day. Yet often, these actions are entirely inappropriate.






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