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Thriving in the midst of uncertainty

Companies that use a traditional strategy process to cope with uncertainty may find themselves playing catch-up with more nimble rivals. By Martin Toner, Nikhil Ojha, Piet de Paepe, Miguel Simoes de Melo and Wade Cruse

CONTROLLING THE CUSTOMER EXPERIENCE: Macy's leadership looked at a future world where the key uncertainty centred on 'when', not 'if', online retailing would be significant and envisioned a flexible strategy to allow the company to win in that future world.

KODAK is widely viewed as the classic case of an industry leader that failed to see the digital future coming.

In fact, Kodak developed a digital camera prototype in the 1970s and launched its first commercial digital product in 1991. Its strong brand and ample market power should have