A nd how do you succeed? In Challenging the strategy paradigm within the paper packaging industry a company’s experience of strategic change is discussed. The case at hand, a company in the Swedish Paper and Forest Product Industry, aimed to increase market orientation, customer focus and innovation. Not an easy task for a traditional, cost- and production oriented enterprise.
To master the challenge, two propositions are put forward: firstly the ability to challenge the prevailing basic assumptions to different strategies and understand the link between the current and the wanted. The second proposition is about the process itself: The greater the change, the greater success is achieved using an iterative process with parallel tracks, high acceptance of risk taking and continuous and open reflection and discussion.