Discribes the unique dinamic of a market with a turbulence scale and the behavior a firm needs to be succesfull in the diffrent turbulent markets

Turbulence is determined by the cangeability and predictability of the external enviroment of an organization

Different turbulence levels:

1. Repetitive: repetitive, slow change. e.g. historical artwork market
2. Expanding: slow incremental change. e.g. raw material market
3. Changing: fast incremental change. e.g. retail market
4. Discontinuos: discontinuos predictable change. e.g. mobile communication
5. Suprising: discontinuos unprdictable change. e.g. medical market