The main question that arises is whether organizations should choose an environment and build a resource base and activity system around it? Or should they build a resource base and and select an environment to fit in with these strengths?
This leads us to two perspectives. They are as follows.
Managers with an outside-in perspective believe that firms should not be self-centered, but should continuously take their environment as the starting point when determining their strategy. They believe that successful companies are externally oriented and market-driven. For this type of manager, the game of strategy is about market positioning and understanding and responding to external developments. Insights into markets and industries are essential.