Organizations oscillate between periods of transformation and reorientations (Tushman and Romanelli, 1985)1. Most prior literature has focused on studying periods of transformation, including antecedents, processes, and consequences of change and transformation. It is the periods of convergence or equilibrium periods (Gersick, 1991)2 that is of interest to us in this research. In these periods, organizations experience at best incremental changes to their deep structures, which are otherwise relative inert. We intend to distinguish between conscious persistence and rigidity
arising out dysfunctional intent/ processes. We also intend to study strategic persistence as a precursor to conscious strategic change/ transformation.