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Birgitte Yttri, Annita Fjuk, Daniel Nordstad Grönquist and Tore Hillestad

The chapter focuses on cultural challenges a company encounters in its efforts to adapt to uncertainties and turbulent environments. The authors argue that companies will be able to achieve competitive advantage by developing organizational cultures with a high capacity for innovation and adaptability, and that future scenarios are practical tools to attain these goals. The arguments are based on scenario development among three Norwegian companies. The common challenge across the three companies is a need for radical innovation in order to adapt to more customer and service orientation, and that this involves significant processes of cultural transformation. The arguments are further exemplified by operationalization of the scenarios into service concepts in one of the case companies.