Survival is not for the strongest nor it is for the biggest but for the quickest in response for change as the change of international environment in this growing speed resulted in more intensive competition which required companies to achieve more dynamism and flexibility to be able to deal with these changes to reach its targeted strategic positions.

Therein lies the essence of O.D. House’s work as a strategic partner in managing change as it reforms vision, mission and strategy and determines the tactics that can be adopted by managers to achieve superior performance and organization’s competitive advantage, which is measured by the profitability of the company compared to the profitability of other companies in the same field of industry.