A company's realized strategy evolves from one version to the next due to

changing management direction because of understanding several appealing strategy alternatives.

the proactive efforts of company managers to improve the current strategy, a need to respond to changing customer requirements and expectations, and a need to react to fresh strategic maneuvers on the part of rival firms.

ongoing turnover in the managerial and executive ranks $($new managers often decide to shift to a different strategy$).$

pressures from shareholders to boost profit margins and pay higher dividends.

the importance of keeping the company's business model fresh and up$-$to$-$date.