DYNAMIC STRATEGY AND DISRUPTIVE

INNOVATION

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Introduction
With the present degree of market competitiveness, there are start-up company organizations
that are trying to stop rivalry while yet capturing the market.

 This is readily accomplished with disruptive innovation as shown by the case study.

FL is in the sector for a long time, utilizing traditional ways of doing things and using
revolutionary technologies; new firms have entered to meet the wants of consumers and are
seizing over the marketplace.
Disruptive Innovation

Several companies and corporations have employed disruptive innovation to gain a competitive

advantage in a crowded market.

Technological change is often conducted by corporations that wanted to ignore market rivalry

since they will always start from the bottom and work their way up the marketplace to disrupt

operational activities of organizations that are already established in the market.

Cont…
To use the disruptive innovation concept, Fitness Life as a corporation has attempted to still be
in the sector and remain competitive with its competitors through a variety of ideas.
The corporation required to do more because of the COVID-19 problem that they never
accomplished.
The majority of FL's customers believed that the company's offerings were insufficient.
Many businesses withstood the storm and continued to deliver services to their customer's
internet.
Corporate Entrepreneurship

Entrepreneurship is recognized for being problem-solvers for themselves and their businesses;
nevertheless, that wasn't the issue with the FL Corporation in the given situation.

As a result, it is evident that the organization had challenges that hampered creativity, and the
majority of them are related to the firm's management.
Cont…
Mr. Joseph, the Chairman, has often relied on "no courage, hardly any greatness," which has
hampered any innovation carried forth by his child, Mr. Hanson.
Control methods have had an impact on the corporation's staff's adaptability and inventiveness.
As a result, the corporation has lost its corporate entrepreneurial spirit that should have
encouraged calculated risk management (Hevner & Gregor, 2020).
 Cont…
Another factor that has hampered the company's creativity is the corporation's corporate structure.

Mainly with the institution's mentality of "no courage, no pride," Mr. Joseph and the whole
supervisory board believe that organizations that embrace new technology would quickly die,
unaware that they are destined to remain.

The business culture is likewise renowned for being old-fashioned, with strict restrictions. They
adhere to the old society and reject any revolutionary ideas presented by Hanson (Erdur & Findikli,
2020).
Strategic Leadership

Strategic leadership is the capacity of executives to readily foresee, visualize, maintain a

competitive edge, and motivate individuals inside an organization to achieve structural initiatives
that are sometimes critical to the organization's performance and profitability.

A corporation's CEOs provide this command structure, senior executives, and team leaders.

The Director and the business's supervisory board do not offer strong thinking to the company.
Cont…
There is a need for adjustments connected to the invention, but they're not as supportive of this
as the managing director attempts to make apparent to them (Kremer, Villamor & Aguinis, 2019).

A strategic leader is required to make strategic judgments that may be difficult and unfavorable
in the near term.

The business's Chief exec is adamant about sticking to their previous ways of governing and
participating in activities inside the organization.
Cont…
The Executive is supposed to be sympathetic to their customers, and as a manager, he is not
exercising compassion.

Overall, FL's Executive possesses strategic leadership capabilities necessary to govern the firm
effectively.
Conclusion
Various firms have entered the sports & wellness business, disrupting FL Corporation because they
did not see it approaching.

In the company, the firms came in and offered the customers precisely what they needed.

Following the interruption, the corporation's management was supposed to apply their abilities and
understanding of entrepreneurial orientation to address the issue, conversely, this did not occur.

The organization was unable to discover a solution to the difficulty they were experiencing at the
time.
References
Erdur, D. A., & FINDIKLI, M. A. (2020). A Conceptual Model Proposal for Co-Creation of
Social Value: Insights from Social Entrepreneurs. İstanbul Gelişim Üniversitesi Sosyal Bilimler
Dergisi, 7(1), 1-20.
Hevner, A., & Gregor, S. (2020). Envisioning entrepreneurship and digital innovation through a
design science research lens: A matrix approach. Information & Management, 103350.
Ho, J. C., & Chen, H. (2018). Managing the disruptive and sustaining the disrupted: The case of
Kodak and Fujifilm in the face of digital disruption. Review of Policy Research, 35(3), 352-371.
Kremer, H., Villamor, I., & Aguinis, H. (2019). Innovation leadership: Best-practice
recommendations for promoting employee creativity, voice, and knowledge sharing. Business
Horizons, 62(1), 65-74.