Adopt small scale extensions of previously successful strategies

Emergent model -

Flexible for difficult market, fast moving, innovative nature of ecosystem

However, it is more reactive than proactive, and is slow and time consuming, which will cause difficulties in reacting to the fast moving pace of the European games market.

HAA will need to be flexible and may wish to adapt a more proactive approach.

This approach can also stifle innovation, and the difficulties for us in entering this market are how innovative the companies in this ecosystem are.

The disadvantages of using this approach is it can be very time consuming and reactive, not allowing us to make quick innovative decisions to capitalise on opportunities. This could be problematic due to the fast-moving and innovative nature of the companies in our market meaning we can't sustain our competitive advantage.

HAA can use previously successful strategies (lots of research and dev undertaken, feel well placed to enter the market) and expand on these to settle into the new market with a competitive edge.

Using the emergent model -

This approach will allow HAA to be proactive and flexible, and adjust their strategy as needed as the market changes quickly.

Using the freewheeling approach -

Lack of planning could lead to poor strategic direction. Whilst we are well placed to enter this market, we are inexperienced in the European games market. We will need some element of formal planning blended with flexibility and proactive action towards risks, rather than just taking on opportunities as they arise.