“STRATEGIC WINDOWS”

1. The idea that markets move towards and

away from what companies are good at.

2. The importance of being in the right

place at the right time—positioning

3. Drivers:
 Technological change
 Social change
 Competitive moves
 Demographic changes
 Regulatory/Legal changes

 OPPORTUNITY WINDOW OPENS

 Good timing—Nike in 1970s
 Gatorade in 80s/90s
 Market “ripeness”
 Knowing the “zeitgeist”
 THE WINDOW SHUTS
 Social: Smoking, drunk driving
 Tech: Keuffel & Esser’s slide rules
 Tech: Encyclopedia Britannica
 Tech: Kodak film photography
 Tech: Tower Records
 Tech: Newspapers vs. internet
 Competitive: Blockbuster, “Mom &
Pop” Hardware, Stationary etc.
 Competitive: ballpoint pens
 Demographic: Harley Davidson
 NCR cash registers—metal stamping
to electronic