O'Sullivan

O'Sullivan's theory, developed by David O'Sullivan, describes how organizations adapt to their environment through a continuous process of scanning for information, learning, and strategic change. It emphasizes that firms must constantly interpret external signals—like market trends or technological shifts—and adjust their strategies accordingly. This dynamic approach recognizes that organizations are not static but evolving entities, responding flexibly to opportunities and threats. In essence, O'Sullivan’s framework highlights the importance of ongoing environmental awareness and internal learning to maintain competitiveness and foster innovation.