The old competitive strategies of invention and mass production no longer work in an increasingly turbulent business environment. Successful firms are implementing the new competitive strategies of continuous improvement (constant process improvement) and mass customization—a dynamic flow of goods and services via a stable set of processes. This paper provides a “lens” through which managers can assess their firm's current competitive position, build a vision for where they must be in the future, and craft a transformation strategy to turn that future vision into reality.
Boynton et al. (1993) studied this question.