Types of change

In this lesson

1. 0:00 Introduction to change types model
2. 0:19 Two axes of change: speed and scope
3. 1:14 Adaptation change: slow and small
4. 1:49 Reconstruction change: fast and small
5. 2:35 Evolutionary change: slow and big
6. 3:16 Revolution change: fast and big
7. 3:50 Red line restaurants exam question
8. 5:07 Classifying changes: worked solutions

About this lesson

We'll explore adaptation, reconstruction, evolutionary, and revolutionary change through real examples from Apple, then apply this framework to an exam-style question about a struggling restaurant. By the end, you'll be able to identify which type of change is needed in different business scenarios—a crucial skill for Strategic Management and case study papers. The model uses two axes to categorise change. The first considers pace: is it a big bang change that needs to happen immediately, or is it incremental and gradual? The second considers scope: is it a small re-alignment or a transformational shift for the business? These two dimensions create four distinct types. Adaptation is slow and small—like Apple's annual iPhone updates. Reconstruction is fast but small—such as Apple tweaking its supply chain during Covid-19. Evolutionary change is slow and large—exemplified by Apple's gradual rollout of retail stores from 2001. Revolution is fast and large—like Apple's rapid shift into mobile devices with the iPhone. The exam question demonstrates how to apply this model in practice. You're given four proposed changes to a struggling restaurant and must classify each one. Changing the menu weekly and gradually increasing prices are both adaptation changes: small tweaks happening over time. Immediately replacing serving staff with automation is reconstruction: a quick but limited operational shift. Demolishing the restaurant to build flats is evolutionary: a massive change that requires planning permission and takes considerable time to implement, despite the physical demolition being quick.

Duration: 7m