Abstract
The purpose of this article is to take a step toward conceptualization of current excellent companies, that is, the creative and adaptive firms. Under the mature market condition, these firms will have two types of alternatives on the strategic orientation, that is, the digging-out strategy and the far-seeing strategy. The digging-out strategy is to follow thoroughly current customer's needs and thier satisfaction, and to promote learning in the industrial level. The far-seeing strategy is to follow a perspective of probable development or change in the area of economy, politics, and / or technology, and consequent change of the customers' life style in the future. This strategy is also to try to promote industrial level unlearning. Each strategic orientation will have a typical organization structure and information systems.
