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A company's strategy evolves from one version to the next because of engeing turnover in the managerial and executive ranks and the decisions of new managers to shift to a different strategy. the importance of keeping the company's business model fresh and up-to-date. changing management conclusions about which of several appealing strategy alternatives is actually best. 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