this alternative is a continuation of the existing corporate and competitive strategies, whatever they might be, and however unsuccessful the company might be. The decision to do nothing might be highly appropriate and justified, and the result of very careful thought and evaluation. However, it can also be the result of managers lacking awareness, being lazy or complacent, or deluding themselves into believing that things are going well when in fact the company is in difficulties. ‘Doing nothing’ when change is required is a dangerous strategy