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      "text": "WHAT TRIGGERS STRATEGIC DRIFT? Strategic drift is often triggered by exogenous factors. Take the breakthrough achieved by new technologies in the lighting market, for example. By the end of the decade, experts believe that LEDs could double their share of the total market to around 70% – a volume of a good 120 billion euros.",
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      "text": "The danger of being left behind by the competition has never been greater. 75% of today's S&P 500 companies will no longer be on the index more than ten years from now. Whereas S&P companies used to average a 65-year stay on the index in 1920, that figure has been slashed to ten years today. This development has been accelerated by factors such as a huge increase in mergers and acquisitions – from 3,000 in 1985 to 40,000 in 2015.",
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