... to any new conditions as quickly as possible: Reference Schoemaker , P.J.H. , Day , G.S. and Rao , G. (2020), “ Converting strategic ambiguity to competitive advantage: How Philips Lighting solved the challenge of LED technology disruption ”, Strategy & Leadership , Vol. 48...

... 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...