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Business, especially big business, hates the idea of adaptive strategy. There is no guarantee you will achieve the goal, and no clear cost to do so. Small businesses, or businesses willing to take risks, will factor that in and sometimes get ahead because of it.
the thing is also that like 99% of small businesses that play risk like that fail. since the business is small, the cost of that is low. if the business is big, the cost of failing would be much higher.