Turning disruption into growth opportunity: the red team strategy

Abstract

Purpose

The purpose of this paper is to propose a broadened and integrated red team strategy with concrete steps to help companies better deal with the disruptive forces prevalent in the world today and turn disruptions into growth.

Design/methodology/approach

This paper synthesizes and builds on previous research and relevant business cases accumulated through our research and executive teaching experience. The authors offer a broadened and integrated red team strategy with practical guidance for business executives

Findings

The authors provide four key steps to help companies implement the red team strategy: create a red team culture and encourage diverse perspectives; establish an independent red team to overcome organizational inertia; use the red team to embrace disruption and growth opportunities; and take a milestone approach to red team execution and resource allocation.

Research limitations/implications

More research on red team strategy is needed to delve into the underlying factors and delineate the boundary conditions for specific details in this strategy and implementation.

Practical implications

The red team strategy provides concrete steps to help companies in their efforts to adapt to and capitalize on disruptive forces.

Originality/value

The red team strategy extends the concept and application of red teams and integrates previously fragmented ideas and practices into a systematic model with simple steps, which make it easier for companies to cope with disruption.

Citation

Sun, S.L., Zhang, Y. and Zhu, Z. (2022), "Turning disruption into growth opportunity: the red team strategy", Journal of Business Strategy, Vol. 43 No. 6, pp. 365-372. https://doi.org/10.1108/JBS-05-2021-0087