Hammered by relentless technological change, many companies take a reactive stance: They focus solely on keeping up, protecting their existing markets, and improving their performance. But a few companies take a proactive stance by executing shaping strategies: They use technology changes to create new business ecosystems that benefit themselves and other participants.
Shaping Strategy in a World of Constant Disruption by John Hagel III, John Seely Brown and Lang Davison Harvard Business Review August 2008 (PDF)
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Shaping Strategy in a World of Constant Disruption (PDF) by John Hagel III, John Seely Brown, and Lang Davison