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Over decades, the business environment has changed dramatically and is affected by the changing environmental factors. Ansoff and Sullivan (1993) argue that the changing environmental turbulence factors, such as complexity of event, familiarity of event, rapidity of change and visibility of future, will result different levels of the environmental turbulence. For example: the environment in turbulence level one is essentially stable because the changes in the four factors are stable and slow than the firm’s response. Current condition of the new Vol. 5 | No. 2 ISSN: 2089-6271 Resolving the Strategy Paradox Applying the Strategic Flexibility: A Case Study of PT BNI Life Insurance