Which term best describes strategies that evolve in response to unexpected events that impact an organisation?

• A. Rational model
• B. Emergent approach
• C. Logical incrementalism
• D. Digital transformation

Answer: (B)

Emergent strategy is about how strategies form and evolve through patterns of actions taken in response to unexpected events and changing conditions. When surprises occur—like new technologies, market shocks, or regulatory shifts— organizations often can’t rely on a fixed, fully upfront plan. Instead, through experimentation, learning, and adapting decisions over time, a coherent course of action emerges. This makes sense for strategies that shift as the environment unfolds. By contrast, a rational model assumes a complete plan is developed in advance, while logical incrementalism emphasizes small, deliberate steps toward an intended direction; both are less about adapting in real time to unforeseen events. Digital transformation refers to a specific, targeted overhaul using digital tech, not the broader pattern of strategy evolving in response to surprises.