The strategic change matrix and business sustainability across COVID-19

Hamilton, John (2020) The strategic change matrix and business sustainability across COVID-19. Sustainability, 12 (15). 6026.

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This study’s case narrative presents the Australian digital marketing firm (DUK). DUK successfully transition across the 2020 Australian business economic downturn created during the COVID-19 global pandemic. DUK’s competencies, capabilities and competitiveness form its 3Cs Market Intelligence Framework. When these 3Cs are expanded, and then networked with Porter’s Five Forces model, along with the firm’s decisive pivot with knowledge inclusions, the DUK Strategic Change Matrix can be used to portray a firm’s matrix-box of its current multi-dimensional business components. The Strategic Change Matrix approach offers a firm a visual map that can be matrix-boxed and quickly interpreted. When faced with adversity, a firm can remap its matrix-box into an expanded form containing its proposed enhanced competitiveness business solutions. These solutions can then be operationalized as successful business pathways into the future. This approach is particularly useful when a firm is confronted with a perceived economic, or game-changing business crisis, or when a firm makes the strategic decision to pivot, and to seek a new business enhancing pathway, or when a firm just wants to map its business pathways into the future.

Item ID: 64470
Item Type: Article (Research - C1)
ISSN: 2071-1050
Keywords: sustainable business; competitive advantage; competency; innovation; knowledge creation; intellectual capital; capability; business system; digital marketing; Porter’s five forces
Copyright Information: © 2020 by the author. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution(CC BY) license (
Date Deposited: 28 Sep 2020 21:17
FoR Codes: ?? 359903 ??
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350704 Entrepreneurship @ 40%
46 INFORMATION AND COMPUTING SCIENCES > 4699 Other information and computing sciences > 469999 Other information and computing sciences not elsewhere classified @ 20%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 80%
97 EXPANDING KNOWLEDGE > 970108 Expanding Knowledge in the Information and Computing Sciences @ 20%
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