The speed of changes in the era of Industry 4.0 has left us no choice but to be agile, adaptive and have dynamic capabilities to keep the firm performance on the track(Gilchrist, 2016). Being adaptive and agile means innovation, the firms must innovate and managing innovation. Studies confirm that only 12% of organizations succesfully manage innovation and only half of these do so consistently across time(Kleinknecht et al., 2009). Without any doubts, there are many times when the top managements are having hard time adapting to the situation, especially when inevitable events happen and they must respond at once. This is the part where the strategic impulses are very important, though it is long debated, as Impulse-driven logics are notoriously difficult to identify, isolate and describe (Hunt and Lerner, 2017) and rational decision-making often result in an optimal response of inaction. But it is also undeniable that strategic impulses have given lots of benefits and have lots of business opportunities (Daniel Lerner and Dimo Dimov, 2016). Strategic impulses in the era of industry 4.0 are without any doubt a must to firm performance if the firm wants to survive and increase its performance.
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