Does a firm need to be like the market?

Should a firm act like the market to survive through changes?

Some people seem to think so. I have not read it, but “Creative Destruction”, a book by McKinsey consultants, had such remarks. I cannot argue about the book, as I have not read it. But the sentences that I read certainly made me think a lot about what companies should do to survive.

Do you think a firm should act like a market? How much should you diversify to qualify as acting like a market?

There is another question, which might be even more fundamental. Does a firm need to last long? Or, is built to last a good thing for every firm?