Review the Environment Turbulence measurement scale in Table 6.1.

Identify two industries -- one that you think has high Environmental Turbulence and one that you think has moderate or low Turbulence. Explain your rationale by discussing the characteristics in each dimension of the Environment (Complexity, Familiarity of Events, Rapidity of Change and Visibility of Change). Identify the overall Turbulence level for the industry.

Complexity of the Environment National Competitor w/ Economic Conditions Discontinuity Novelty of Change No Change Global Regional Global Plus Competitor w/ Plus Competitor Technology w/Social-Politcal effects effects Change occurs Change is Change is Change is slow discontinuous but discontinuous but faster but still and incremental incremental an expected now completely transition unexpected Change occurs Change occurs Change occurs Change occurs slower than the cqual to the firms more rapidly catching the firm completely by firm can respond ability to respond than the firm can respond surprise Future change Future change Future change Future change events are events are easy events are events become extrapolable completely predictable less predictable unpredictable Rapidity of Change No Change Unpredictability Visibility of Future Events Complete visibility of future change events Frequency of Turbulence No shifts due to Level Shifts no change Low Moderate High Multiple shifts per year Instability Environmental Turbulence Level Scale 5 Complexity of the Environment National Competitor w/ Economic Conditions Discontinuity Novelty of Change No Change Global Regional Global Plus Competitor w/ Plus Competitor Technology w/Social-Politcal effects effects Change occurs Change is Change is Change is slow discontinuous but discontinuous but faster but still and incremental incremental an expected now completely transition unexpected Change occurs Change occurs Change occurs Change occurs slower than the cqual to the firms more rapidly catching the firm completely by firm can respond ability to respond than the firm can respond surprise Future change Future change Future change Future change events are events are easy events are events become extrapolable completely predictable less predictable unpredictable Rapidity of Change No Change Unpredictability Visibility of Future Events Complete visibility of future change events Frequency of Turbulence No shifts due to Level Shifts no change Low Moderate High Multiple shifts per year Instability Environmental Turbulence Level Scale 5