Dan Kipley

Entropy – disrupting Ansoff's five levels of environmental turbulence

Purpose – The paper aims to examine Igor Ansoffs research on environmental turbulence and to extend the paradigm.Design/methodology/approach – Ansoffs contribution was examined and applied to a variety of situations. The scale as designed did not capture certain strategic surprises.Findings – The increasingly discontinuous environment requires a modified scaling of depicting changes in the environment.Research limitations/implications – This study highlights the need for researchers to extend theories and premises due to environmental discontinuities.Practical implications – A new assessment tool to measure turbulence and discontinuity is provided.Originality/value – The paper makes a contribution to the understanding of discontinuity in the environment.