Mini case study Philips
What It Takes To Change a Light Bulb: Adaptive Change at Philips
Author: Arnout van Velzen
Course: (V)ODC 2013/2014
Keywords: mini case study
This paper studies how the adaptive cycle of change applies to Philips’ historical product strategy. After a phase of stability as a lighting manufacturer, Philips saw an opportunity to expand into consumer electronics. A strategy that due to a competitive crisis shifted back to focus on medical systems and lighting. Philips hence showed three phases of stability and two major adaptive cycles of change, each containing and prescribing to faster and slower cycles of change. The applicability of the cyclic model is further critically reviewed.