Largely SUBJECTIVE criteria intended to verify that the firm is using appropriate strategies for the conditions in the external environment and the company’s competitive advantages.
Are concerned with examining the fit between:) What the firm might do (opportunities in its external environment What the firm can do (competitive advantages)
Evaluate the degree to which the firm focuses on the requirements to implement strategy
Business-level: primary and support activities
Corporate-level (related): sharing of knowledge, markets, and technologies across businesses Focus on the content of strategic actions