Wiltbank et al. (2006) – Non-Predictive Strategy

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• Prediction and control are independent dimensions of strategy independence
• Firms can act strategically even when prediction is weak control
• Commitment can replace forecasting under uncertainty commitment
• Strategy can be shaped through action rather than anticipation construction
• Learning through action is central in unpredictable environments experimentation
• High uncertainty reduces the value of forecasts uncertainty
• Strategy can influence the future instead of adapting to it market shaping
• Waiting for better forecasts delays strategic action paralysis
• Transformative strategies emphasize influence over prediction transformation
• Strategy focuses on what to do next rather than what will happen action

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