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The execution of strategy is becoming more and more difficult in the stormy seas of ever changing global economic currents, fast moving technological changes, and a business environment that sways and shifts. How do you execute a strategy while standing on these shifting sands?. The answer, Professor Levitt says, is to plan for the short-term and, as you plan, continually question your market and competitive position as well as the resources you have available. And, in the light of change, change your plan for we live in an era that is anything but static.

Dr. Levitt also suggests that the structure of your organization, it's culture, and the strategy you have adopted must mesh and meld as one. He goes on to note that some business failures are caused by adopting projects that are not in accord with the strengths and mission of the organization or by funding ventures that are often out of date before they are completed.