The article even goes further to posit that emerging markets, dynamic industries, and mature industries are ripe for shaping strategies. In the case of mature industries, dissatisfied customers seek alternative options. As for emerging markets, have high growth rates, are unpredictable, and are very malleable. Dynamic industries, moreover, have low barriers to entry, and high growth rate.
This article, of course, complements one particular article on this weeks syllabus, "Does Your Organization Have the Capabilities to Execute Its Strategy?".