Entropy – disrupting Ansoff's five levels of environmental turbulence

Abstract

Purpose The paper aims to examine Igor Ansoff's research on environmental turbulence and to extend the paradigm. Design/methodology/approach Ansoff's contribution was examined and applied to a variety of situations. The scale as designed did not capture certain strategic surprises. Findings The increasingly discontinuous environment requires a modified scaling of depicting changes in the environment. Research limitations/implications This study highlights the need for researchers to extend theories and premises due to environmental discontinuities. Practical implications A new assessment tool to measure turbulence and discontinuity is provided. Originality/value The paper makes a contribution to the understanding of discontinuity in the environment.

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