Looking at business news and stock market coverage over the past decade (including a few HBR articles), you’d think that just about every traditional, old-economy company has fallen prey — or will soon — to tech-focused competitors. But London Business School’s Julian Birkinshaw says that story of disruption and destruction is overblown. His research into Fortune 500 and Global 500 organizations shows that, despite the rise of a few tech giants like Amazon and Google, many industries haven’t been radically remade and that many older incumbents are still standing strong. He outlines the strategies they’ve used to do so, from fighting back to reinvention. Birkinshaw is the author of the HBR article “How Incumbents Survive and Thrive.”
