How to thrive in turbulent markets (journal article)
by Donald Sull
from Harvard Business Review, Vol 87 No 2, February 2009 pp. 78-88
"Competing in volatile markets feels a lot like boxing: punches come from all directions; strategies change constantly; and one powerful blow could knock out your company at any moment. As firms fight their way through tumultuous times, they can learn much from boxing champions. London Business School professor Donald Sull outlines two fundamental approaches to mastering uncertainty--agility and absorption--using the classic "Rumble in the Jungle" between Muhammad Ali and George Foreman to illustrate them. "