Prahalad and Hamel, for instance, argue that a company’s competitive advantage should build on ‘core competencies’ which are far more difficult to imitate than the traditional strategies. Traditional strategy models, such as Michael Porter’s five forces model, focus on the company’s external competitive environment. Most of them do not attempt to look inside the company. In contrast, the resource-based view highlights the need for a fit between the external market context in which a company operates and its internal capabilities.