Position (C) represents an organization encountering a moderate degree of change in its
environment. Technological developments are occurring at a regular pace, and markets are in
a constant state of transition. The organization has to keep abreast of these developments,
analyzing emergent trends, updating production methods, and creating a flow of product
modifications rather like the radio and television firm in Burns and Stalker’s study. It is not
on the cutting edge of innovation. Its competitive advantage rests in being able to produce a
better product in a cost-effective way. The organization adopts an effective project-driven
matrix organization and commands the required flexibility and commitment from its staff.