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Why Do Enterprises Find It Difficult to Adapt in Turbulent Times?

In this video, Ben Shenoy, co-author of Strategic Decision Making, discusses the reasons that enterprises struggle to adapt during difficult times.  

He believes that a company normally does well if it is able to consistently and repeatably find out what customers need and then meet those needs; however if the world changes then they must be able to adapt with it. Do they find it difficult because of a problem with awareness, knowledge or something else entirely?