When an Organization's Strategy Shifts or Expands, the Portfolio must Follow Suit
Static strategies don't last forever. Earlier this year, Uber expanded its strategy from ride-sharing to autonomous bikes and scooters. Beauty subscription service Birchbox developed and rolled out a physical "beauty bar" within existing brick-and-mortar stores across the United States. And in 2018, global hotel brand Marriott—in a bid to compete with the growing market for bookable hospitality "experiences"—launched a curated series of thousands of hands-on activities and excursions that guests can buy to supplement their traditional hotel stay.