Imran was studying for a BA in Business Studies and doing his placement year in an advanced consumer electronics company. When he first joined the company he was surprised to note that the company's business strategy, which was announce in the company newsletter, seemed to be inconsistent with what Imran Knew of the product market. Imran had become particularly interested in corporate strategy in this degree.He was familiar with some of the literature that suggested that corporate strategy should be linked to the general external environment in which the organisation operated. He wanted to do some research on corporate strategy in his organisation for his degree dissertation.