Abstract
This paper analyzed the process of strategic change from the direction of the coevolution trait and learning ability by adopting a model of roller. Strategy change theories are sorted into two schools, namely the exogene school and the endogeny school. We wish to mix these two schools together to make use of the coevolution theory. Base on that, a model of roller to explain the process of the coevolution of the strategic change is then developed. In our opinion, the successful strategic change comes from the resultant force within-firm and without-firm.
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