Over decades, the business environment has changed dramatically as it
has been affected by the changing of environmental needs and demand. The
difference level of environmental turbulence characteristics will
create new business competitive landscape for all companies in any
industries. Environmental turbulence is also marked by dynamics,
complexity and unpredictability business environment. In such a
situation, a company will be difficult to adapt the environmental
changes. In a turbulent environment, a company is demanded to be able to
adapt. Many researchers argue that in a turbulent environment, a
company is not only demanded for having adaptive ability but also
flexible ability either structural, operational or strategic. The fast
pace of environmental changes provide managers unpredictable outcomes of
their strategic alternative or strategic commitment. This collision of
strategic commitment and strategic uncertainty is causing what Raynor
(2007) named as the strategy paradox. Every company can be a victim of
the strategy paradox if they cannot align their strategy with the
environmental changes. Raynor (2007) pointed out that one of the ways to
resolve strategy paradox is implementing strategic flexibility in term
of ex ante action (proactive actions). One of the industries in
Indonesia that also experiences the turbulent environment is insurance
industry. This study examines and investigates the strategic flexibility
as a way to resolve strategy paradox at PT BNI Life Insurance.