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AdelaBarabasz,GrzegorzBełz
casestudyresearch,whichexemplifiestheleveloffulfilmentofallarchetypical
rolesinmanagementteamsandtriumviratesynergyamongsuchteammembersin
theprocessesofrenewalcausedbothbyexternalmarketforcesaswellasbythe
internalcrisisofgrowth.
2.Corporaterenewalascognitiveandmentalchallenge
Webelievethatunderstandingthereasonsforsuccessandfailureofrenewalprocesses
requiresfocusingourattentionprimarilyonpeople,theirattitudesandconstructs
thattheycreateinorganizationalcontexts.AccordingtoAgarwalandHelfat[2009],
althoughithasalotincommonwiththephenomenonofchange,renewalshouldbe
perceivedfromadifferentperspective.Namely,theynoticethatstrategicrenewal
hassomeimportantcharacteristics.First,strategicrenewalrelatestowhathasthe
potentialtosubstantiallyaffectthelong-termprospectsofacompany.Second,
strategicrenewalencompassestheprocess,content,andoutcomeofrenewal.Third,
strategicrenewalinvolvesmostofalltherefreshmentorreplacementofattributes
ofanorganizationnotjustchangeprocess.Fourth,suchrefreshmentorreplacement
aimstoprovideafoundationforfuturegrowthordevelopment.Basedonthese
characteristics,theyproposeddefinitionofstrategicrenewalwhichstatesthatthis
notionincludestheprocess,content,andoutcomeofrefreshmentorreplacement
ofattributesofanorganizationthathavethepotentialtosubstantiallyaffectits
long-termprospects[AgarwalandHelfat2009,p.282].Theseauthorsrelatethis
definitiontorefreshmentandreplacement,ratherthantoallthetypesofchange,and
tothelongtermprospectsofanorganizationwithoutspecifyingtheexactnature
ofthecontent,process,oroutcomeofrenewal.
Consideringthedepthandmomentumofsuchstrategicshifts,AgarwalandHelfat
[2009]distinguishbetweentwobasictypesofstrategicrenewal:(1)discontinuous
strategictransformationsand(2)incrementalrenewal.Discontinuousstrategic
transformationsmightberelatedtotheconceptofpunctuatedequilibriumsuggested
byGersick[1991,p.12].Suchdiscontinuitymaybecausedbyfundamentalshifts
intheareasoftechnology,customerdemand,marketmaturityordeclining,or
internallybyexceedingthecompanysizetotheextentthatexistingmanagement
systemsarenolongerabletoefficientlyco-ordinateorganizationalprocesses.Such
eventsalmostbydefinitioninvolvereplacingimportantpartsofacompanyandits
strategy,andaffectthelong-termprospectsofthefirm.Thus,transformationscaused
bythementailstrategicrenewal.
Thesecondtypeofrenewalprocessesisbasedondevelopedabilitiestocontinuous
adaptation.Inthiscase,companiesseektocontinuouslyrenewthemselvesin
incrementalwayswiththehopeofkeepingpacewith,andevencausing,external
environmentchanges.AgarwalandHelfat[2009,p.283]suggestthatincremental
strategicrenewal,ifundertakenproactively,mayenablefirmstocopewithchangesin
theexternalenvironmentastheytakeshape,andtherebyreducetheneedforamuch