Turning disruption into growth opportunity: the red team strategy

Sunny Li Sun, Yanli Zhang, Zhu Zhu

Research output: Contribution to journalComment/debate

1 Scopus citations


Purpose: The purpose of this paper is to propose a broadened and integrated red team strategy with concrete steps to help companies better deal with the disruptive forces prevalent in the world today and turn disruptions into growth. Design/methodology/approach: This paper synthesizes and builds on previous research and relevant business cases accumulated through our research and executive teaching experience. The authors offer a broadened and integrated red team strategy with practical guidance for business executives Findings: The authors provide four key steps to help companies implement the red team strategy: create a red team culture and encourage diverse perspectives; establish an independent red team to overcome organizational inertia; use the red team to embrace disruption and growth opportunities; and take a milestone approach to red team execution and resource allocation. Research limitations/implications: More research on red team strategy is needed to delve into the underlying factors and delineate the boundary conditions for specific details in this strategy and implementation. Practical implications: The red team strategy provides concrete steps to help companies in their efforts to adapt to and capitalize on disruptive forces. Originality/value: The red team strategy extends the concept and application of red teams and integrates previously fragmented ideas and practices into a systematic model with simple steps, which make it easier for companies to cope with disruption.

Original languageEnglish
Pages (from-to)365-372
Number of pages8
JournalJournal of Business Strategy
Issue number6
StatePublished - 19 Oct 2022


  • Business growth
  • Business strategy
  • Digital transformation
  • Disruption
  • Disruptive innovation
  • Dynamic capabilities
  • Exploitation and exploration
  • Red team
  • Red team strategy
  • Red teaming


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