Tools for Organizational Survival in the Internet Age : Adaptivity, Creativity, and Diversification

The Internet has had a profound effect on the speed and global reach of competition, which has pushed the need for adaptivity to the forefront of corporate survival. Because of an unprecedented convergence of technologies, threats to companies can come from unexpected places. This necessitates a re-examination of many of the traditional assumptions of marketing theory. Firms that want to survive must not limit themselves by focusing solely on defining and satisfying the needs of a consumer segment. Instead, they must be adaptable, ever on the alert for new areas into which they can expand, and from which threats can come. The focus should be on the ability of the firm to take advantage of various synergies in order to compete, if possible, in different industries