Look at the lecture on the 6is to see them applied to Amazon.
Strategic drift would presumably describe a company that had lost its way and you would be asked to suggest suitable strategies to help it.
Paradigm is how the organisation sees its nature and function. Eg very high service levels, profit seeking or charitable, leader of the field etc. A very ambitious company, never wanting to be beaten, will have a different feel to a more relaxed one.
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