Abstract: In turbulent economic times it is important to take a step back and take a longer-term look at how industries change and the context in which companies conduct business. This article identifies four trajectories of industry change and the two threats of obsolescence that shape them. It is not easy to identify industry evolution; however, the payoff of strategic decision making is great.  

Author: Anita M. McGahan

Published: October 2004

Link: Harvard Business Review