The art of the pivot: managing relationships with stakeholders when changing direction

By Dr Christian E. Hampel, Professor Paul Tracey and Professor Klaus Weber

Edited by: Dr Michelle Darlington

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The case study of ‘The Impossible Project’, shows that pivoting can disrupt relationships with key stakeholders, turning them against a venture and threatening its viability. This study highlights a critical temporal aspect of pivoting – while pivoting may be relatively straightforward early on, especially pre-product launch, it becomes increasingly risky as a venture’s relationships with stakeholders mature.