Abstract
Even in today’s turbulent business environment, there are companies in many industries that have enjoyed decades of relatively undisturbed success. However, eventually, after such prolonged periods of calm, existing market positions are challenged. We describe such companies as ‘Sleeping Beauties’ and discuss how they can reinvent themselves through opening up of their boundaries and moving from compartmentalized exploitation and exploration efforts to a more dynamic ambidexterity model. We analyse Swarovski’s open innovation journey in this regard, instigated as a response to recent changes in its business environment. Our analysis of this process offers useful insights for companies struggling with similar problems.