Strategic success can lead to stagnation

Companies shouldn't aim for a single "perfect strategy" but instead develop and sustain the ability to create strategies that respond to the constantly changing business environment, write former Procter & Gamble chief A.G. Lafley and Toronto B-school dean Roger Martin. "There simply is no one perfect strategy that will last for all time," they argue. "That's why building up strategic thinking capability ... is so vital."

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