Jod A company's strategy is a "work in progress" and evolves over time because of an ongoing need to experiment with fresh, innovative strategic moves at least once every year--identifying and implementing new and distinctive "a-ha!" qualities to the strategy is essential to attracting buyer attention and stimulating higher sales. o the ongoing need of company managers to react and respond to changing market conditions, advancing technology, the fresh moves of competitors, shifting buyer needs and preferences, emerging market opportunities, new ideas for improving the strategy, and/or mounting evidence that the strategy is not working well. o periodic management changes in a company's business model (which can occur as often as once a year) that typically require top management to make changes in the company's strategy. o ongoing changes in the company's strategic vision and performance targets. the frequent need to modify key elements of the company's business model in an effort both to make it hard for rivals to copy everything aspect of the company's strategy and to enhance the company's chances for gaining a competitive advantage over rivals