The latest edition promotes a "paradigm change" regarding the ultimate goal of strategic management, moving away from purely seeking sustained competitive advantage toward Responsible Competitiveness Strategy as "Messy" and Emergent:

The Southern African region, comprising countries such as South Africa, Namibia, Botswana, and Zimbabwe, presents a complex and dynamic business environment. The region's economies are characterized by a high degree of informality, with many small and medium-sized enterprises (SMEs) operating alongside large corporations. Additionally, the region faces significant socio-economic challenges, including high unemployment, poverty, and inequality. These challenges necessitate strategic approaches that prioritize sustainable development, social responsibility, and inclusive growth.