Firms such as Patagonia and Seventh Generation actively collect information about customer preferences and try to address them in their new products. Patagonia and Seventh Generation are actively trying to adapt to .

shareholder, customer, and market changes

Explanation:

Patagonia and Seventh Generation are actively trying to build a very suiting relationship with their customers. Doing this will not only attract existing customers but also potential clients.

Shareholders , Market and customers changes

Explanation:

For a business to maintain its leadership or competitive edge advantage , there is a need for constant review of activities and relative improvement through changes adopted where necessary.

Adapting to change entails creating a niche , flexibility , increasing speed  and so on.

The action of Patagonia and Seventh Generation in reviewing customers' preference for improvement will address Shareholders , Market and the customers' changes.

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answer; bootstrapping is your answer;