Business repositioning: The dynamics of corporate sustainability

This paper examines repositioning in relation to corporate sustainability. Business repositioning addresses the issues of the present status of the organization and its desired future place in the market and industry of its operation vis-à-vis the profitability and leadership profiles. The paper argues that the portfolios and environments of the organization are keys to successful repositioning. It identifies various business repositioning mixes and urges organizations to regularly match their desired market share against the industry growth rate of selected strategic business units (SBUs), in order to determine the business strength of such SBUs and their industry attractiveness. As a paradigm shift, the paper categorizes business repositioning environments into four: poor, ideal, speculative, and troubled - PIST - and advises organizations to from time-to-time conduct a repositioning environment opportunities and threats (REOT) analysis to guide them in deciding on which repositioning strategies to adopt. The conclusion is that all organization types need and should exploit the repositioning arsenal. The implication beings that without constantly exploiting the reposition arsenal organizations are over take in terms of industry ranking by competitors.