Keywords: Ambiguity
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Journal Articles
Strategic Direction (2020) 36 (8): 29–31.
Published: 13 July 2020
... strategic ambiguity to competitive advantage: How Philips Lighting solved the challenge of LED technology disruption ”, Strategy & Leadership , Vol. 48 No. 2 , ISSN: 1087-8572 , pp. 10 - 17 . The article “Converting strategic ambiguity to competitive advantage: How Philips Lighting solved...
Journal Articles
Strategic Direction (2016) 32 (4): 30–32.
Published: 11 April 2016
... and places the articles in context. Findings The paper points to how partner selection and interaction are highly affected by the ambiguous environment. Ambiguity leads to transactional exchanges on the domestic level, while the focal firm engages in collaborative, relational interaction...

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