When They Don't Want to Play with You Anymore: Keeping Up With the Jones Children

The argument put forward in this article is that rarely do good companies go bad because of mismanagement or because they make fundamentally wrong decisions. Instead, most of the times, good companies go bad because of changes in their environment that they did not foresee or changes they have severe difficulties adapting to. This article advocates that the only way a company can try to become ready for consumer changes is to be market-oriented and to spend resources on trying to grasp such changes as early as possibleeven if the costs of such endeavors are very high.