Turnaround and renewal in a Spanish shipyard

Strategic change in mature industries may be achieved by leveraging core competencies th rough product innovation. Renewal involves discovering and building adaptative opportunities. However, renewal also hinges on the development: and acquisition of complementary resources to revitalize core competencies. The renewal process starts by reordering peripheral competencies in order to revitalize core competencies and compete in the new market seg ment, as in the case introduced. The case study presented is a shipyard which redirected the technology and competencies previously employed in the military sector into profitable commercial applications. (C) 1998 Elsevier Science Ltd. All rights reserved.