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Adaptability. Cultures that adapt and change to meet evolving and emerging market demands. There are two important aspects of adaptability:
You are always looking to develop new products/services and to use new technology in development and production/delivery of your products/services. It is "OK" to take risks, to experiment, and to learn from failures (Barnes, 1993; Claver et al., 1998; Collins & Porras, 1998; Smith, 1998).
You actively change to better fit with your external environments. You engage in self-betterment and risk-taking in response to intensifying competition. Change is accepted as the norm (Bahrami, 1992; Claver et al., 1998; Denison & Mishra, 1995; Smith, 1998).
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