Strategic analysis considers external and internal contexts and Johnson and Scholes, (1999) present several
techniques that provide different insights for the company. Although these insights are relevant, there are two
specific and relevant techniques: value-chain (in the internal context) and benchmarking related (i) to environmental
strategies and objectives followed by other companies (in the external context), (ii) to the identification of corporate
sustainability issues. These analyses are helpful for a first definition of the boundaries of the problem.