For the business level strategy to be effective, the firm needs to
continually evaluate it
and change it as needed to create more value for customers or bring the firm back on course.
Being ‘on course’ means that the strategy is helping the firm reach its vision as well as the mission that is a core part of the vision. Sometimes, major changes in strategy or the implementation of major strategic actions are needed to turn around the firm’s performance when its business-level strategy is unsuccessful.