The Camel Strategy - how core resilience can help your company to navigate turbulent times

Kurt Verweire

By Kurt Verweire

Professor of Strategy

02 February 2024

Traditional strategic models focus on growth - and how to face up to the competition. But how do you respond to shocks and major shifts resulting from natural disasters, pandemics or geopolitical crises? Most companies have risk management procedures in place, but turbulence also comes with opportunities, next to risks. In his book on Strategy in Turbulent Times, Professor Kurt Verweire sets out 4 turbulence strategies that can help companies not only to survive but also to thrive.  

Core resilience is one of four strategic options that companies have to deal with turbulence. This strategy comes down to maintaining the status quo, where companies do not alter their strategy or business model. Instead, they focus on building resilience within their core operations without venturing into new initiatives.

Thumbnail video series Strategy in Turbulent Times

The goal of core resilience is to enhance preparedness for future adverse events and increase organisational agility. By sticking to their core business, companies aim to weather uncertainties and capitalise on opportunities more quickly. The book provides examples of Fender Guitars, Starbucks, and Intel’s response to the Fukushima crisis.

Thumbnail video series Strategy in Turbulent Times

The Camel strategy - how core resilience can help your company to navigate turbulent times

In his book on Strategy in Turbulent Times, Professor Kurt Verweire sets out 4 turbulence strategies that can help companies not only to survive but also to thrive. In this video, he explains the Camel strategy.

Kurt likens the core resilience strategy to the behaviour of camels, specifically the Bactrian camels living in Mongolia. These camels are known for their extraordinary resilience, surviving in extreme temperatures ranging from plus 55 degrees Celsius to -40 degrees Celsius. They thrive in harsh environments with limited food and water, showcasing their ability to endure challenging conditions. The comparison emphasises this turbulence strategy's focus on enduring challenges and thriving in the face of adversity, much like the resilient Bactrian camels.

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Kurt Verweire

Kurt Verweire

Professor of Management Practice in Strategy