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What Defensive Strategies might industry incumbents pursue in turbulent and hypercompetitive markets? In competitive and rapidly changing markets, a firm should be considering how to defend the business’s current market position. This requires the firm to assess the present and future strategy in place, and establish timing or staging of the strategy to be carried out (Carpenter & Sanders, 2008). The first defensive strategy a firm can use to combat hypercompetitive and turbulent markets is through managerial improvisation: “managerial practices that contribute to a culture of frequent change dictated by a few simple rules.” (Carpenter & Sanders, 2008, p. 186). In complex and turbulent markets, changes can occur often and quickly. Managerial improvisation is when a manager keeps the strategy rules simple within the firm, well defined, and without constraints (Carpenter & Sanders, 2008). In this strategy managers are aware of who their resources are, the capabilities of the resources, and maintain a strategy that allows for everyone to align. This strategy allows for flexibility when markets shift. “The simple rules typically involve autonomy, passion, risk tolerance, innovation, and listening.” (Carpenter & Sanders, 2008, p. 187).According to Carlopio, Harvey and Kiessling (2012), flexibility allows a firm to respond quickly to short term changes in the industry, and additionally evolve and grow to long-term changes in arenas such as technology, organizational performance, and customer demands. By being able to adjust short and long-term strategies, a firm can improve performance. “It is obvious that organizational flexibility is critical for success in today’s globally hypercompetitive markets.” (Carlopio et al., 2012, p. 189). The second defensive strategy is sequencing past and future strategies. In this stage activities are focused on future outcomes based on past learning’s. “In this model of business strategy, the bridge between past activities and future conditions is built on a substructure of experimentation and learning.” (Carpenter & Sanders, 2008, p. 187). A firm can use past strengths and know how to develop future strategies that will allow the firm to succeed. Within this model is the approach of using tactical moves and strategy evolution to develop a strategic plan that allows a firm to stay competitive and dynamic in a turbulent market. “In dynamic markets, however, many tactical moves can be used as low-cost “probes” for experimentation – testing the current strategy and suggesting future changes.” (Carpenter & Sanders, 2008, p. 188). The third strategy suggested by Carpenter and Sanders (2008) to help a firm compete in a turbulent and hypercompetitive market is pace and staging. Timing and execution of a formulated strategy can directly impact if a firm can compete in a market or not. If a firm is late to market with a new product that will generate revenue for the business, the firm could lose out on customer opportunities and sales. Constant experimentation and probing by a firm can be helpful in identifying and reacting to various possibilities (Carpenter & Sanders, 2008). Therefore, a firm should consider the timing of when to carry out certain strategy activities that will give the business a competitive advantage or add to market positioning within the competing industry.How can the use of Real-Options Analysis help in putting a Value on Staging and Pacing?“A firm can use real-options analysis to evaluate the substantive financial aspects of their dynamic strategies.” (Carpenter & Sanders, 2008, p. 190). “The process is to maximize the upside of limiting the downside of an investment opportunity by uncovering and quantifying the options and discussion points embedded within it.” (Carpenter & Sanders, 2008, p. 190). This process allows managers strategic flexibility by assessing the affectivity of timing, internal rhythm, and the overall assessment of the defensive strategy formulated (Carpenter & Sanders, 2008). Competitive environments shift and a real-option analysis gives a firm flexibility to adjust present and future strategies to remain competitive. New entrants can come in and develop a new product, which could push the firm out of market positioning. Additionally, a competing firm could develop a new technology that could leave the firm with little competitive edge.According to Carpenter and Sanders (2008): Real options is a particularly useful tool for financially evaluating strategic alternatives because it recognizes not only that mangers get valuable information after a new strategic initiative is launched, but that informed responses can make a big difference in the success of the new strategy. (p. 190).When there are risks and uncertainties in volatile markets, this analysis can be useful for a firm to adjust financial investments in the best interest of the firm. Carpenter and Sanders (2008) provide five categories to better define real-options: (1) waiting-to-invest options, (2) growth options, (3) flexibility options, (4) exit (or abandonment) options, and (5) learning options. Working in the high-tech industry I see volatility, and the competitive arenas play out daily. We’ve developed a new product, which we invested not only time and resources to, but capital to get the project up and running, only to have a competitor beat us to market. Our delayed go-to-market set us behind in the competing arena for that product, hindering our market positioning. Turbulent and hypercompetitive markets can pose risky with numerous threats. I can see how the real-options analysis can help a firm clearly map out present and future strategies, and adjust financial investments accordingly.Carlopio, J., Harvey, M., & Kiessling, T. (2012). A key to prosperity in hypercompetitive markets: organization “hyperflexibility”. Tržište, 24(2), 189-200. Retrieved from file:///C:/Users/allison.clark/Downloads/Trziste_2012_2_Carlopio_Harvey_Kiessling.pdfCarpenter, M. A. & Sanders, Wm., G. (2008). Strategic management: A dynamic perspective. Upper Saddle River, NJ: Pearson Prentice Hall.