There is a ton of academic stuff on this, but our dynamics terminology can be quite exact about it.

To “adapt” implies building specific resources and capabilities that previously did not exist. For example, a current client is trying to move from a hardware-sales focus to a “solution-provider”. They need to design solutions for distinct markets they serve (a solution = the hardware + control systems + ongoing support). Creating these solutions is a capability they currently do not have. Nor ...