This paper was published in 1990. It is therefore quite old. However, it raises many issues. I would argue that it suggests that strategic management revolves around 2 steps Fix the process With a better process, you gain strategic flexibility Requirement: You need to write a 5 page report. The content must include A brief summary of the whole story An explanation of why top management was not able to fix the process without the help of all the employees An explanation of why all the employees needed to visit their customers to fix their own process An explanation of how competitive advantage emerged from the idea of a low-ranking employee.