Converting Strategic Ambiguity to Competitive Advantage: How Philips Lighting Solved the Challenge of LED Technology Disruption

George Day, Geoffrey T. Boisi Professor Emeritus, The Wharton School, Paul J. H. Schoemaker, Q2 Technologies LLC, and Govi Rao, Phase Change Solutions

Strategy & Leadership, 2020

The case of Philips Lighting shows how management coped with the ambiguous but real threats and opportunities of a highly disruptive emerging technology using three insight-producing approaches: Probe and learn widely; Explore creative hypotheses; Develop multiple scenarios.

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