Internal
-
The unexpected – the
unexpected success, the unexpected
failure, the unexpected outside
event
-
The incongruity – between
reality as it actually is and reality as it is assumed to be or as
it "ought to be"
-
Innovation based on process need; any inadequacy in a
business process
that is taken for granted
-
Changes in industry
structure or market structure that catch everyone unawares
External
-
Demographic changes caused by things like
wars, migrations, medical developments
-
Changes in
perception
and fashion brought about by changes in the economy
-
Changes in awareness caused by
new knowledge
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