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Radical or transformational change

Operational Direction Strategic
focus focus

Change configurations Change in
vision
and focus

Efficiency and effectiveness Leverage Connectivity Adaptability and innovation

Change Change of business
in behaviour model
and
practices

Operational Architecture Strategic
delivery implementation

Business practice Delivery Business model

Figure 6.1 The strategic change map

The level of ambition

Let us turn then to the question of ambition. Why is this important? Markides
(2000) puts it rather well:

There is no question that (corporate) success stems from the exploitation of a
unique strategic position. Unfortunately, no position can remain unique or

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