While both RBV and I/O may be seen as content-based approaches to strategic management, the process based view on strategy focuses on the processes through which strategy contents are created and managed over time. On the other hand it is worth noting that strategists still tend to argue about what it is that makes companies successful, whether it is firm-internal resources (Barney, 1991) or successful reconfiguration of the value chain (Porter, 1985), or a well-implemented generic strategy (Porter, 1980; in Hedman and Kaling, 2003).