Putting all of these steps together help you to decide whether and how to respond to decoupling (see Figure 6.5): 1. Calculate the market share at risk due to decoupling (i.e., all similar decouplers). 2. If the risk is high, calculate the cost of responding and weigh it against the risk. This calculation will allow you to decide whether to respond to decoupling or not. 3. If you decide to respond, decide whether to recouple or decouple. 4. If decoupling, decide whether to change the business model by rebalancing or not.
