Big moves, in the form of strategic initiatives with a major commitment of resources to achieve a new goal, are pivotal points in the history of companies. When top executives undertake dramatic shifts in direction that go well beyond incremental experimentation or continual adaptation in terms of the resources involved, their decisions can make or break a company. The risks of making a catastrophic misstep cannot be ignored, because longitudinal case studies show that even the most successful companies sometimes undertake stupid big moves from which they have difficulty recovering.
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