A company's strategy evolves from one version to the next because of

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

oncoing turnover in the managerial and executive ranks and the decisions of new managers to shift to a different strategy. the proactive efforts of company managers to improve this or that aspect of the strategy, a need to respond to changing customer requirements and expectations, and a need to react to the fresh strategic maneuvers of rival firms.

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

changing management conclusions about which of several appealing strategy alternatives is actually best.