THE NEED FOR STRATEGIC FLEXIBILITY

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Review Article| March 01 1984

David A. Aaker;

David A. Aaker

Professor, University of California at Berkeley

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Briance Mascarenhas

Professor, Rice University

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Publisher: Emerald Publishing

Online ISSN: 2052-1197

Print ISSN: 0275-6668

1984

Journal of Business Strategy (1984) 5 (2): 74–82.

https://doi.org/10.1108/eb039060

How can today's business cope with increasing uncertainty? The answer lies in opening up avenues of strategic flexibility. The authors tell how.

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1984

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