Commercial software development organisations routinely operate in dynamic environments, with various situational factors that affect the software development approach undergoing recurring change. We therefore suggest that process reflexivity - the ability to reflect upon the suitability of a software process for a given context and to adapt the process according to changing situational circumstances – is an important capability for software development organizations.. In support of this position we conducted an exploratory industrial study of software development in practice. An initial analysis of our data suggests that software process reflexivity may exercise a strong influence over business success. Further work is required to fully examine our data, however, initial findings indicate that software process reflexivity is worthy of greater attention