Managers should find opportunities that are in coherence with their capabilities and these opportunities should also shape the capabilities. While underlining the value of mutual adjustment between markets and resources, they reiterate that asymmetries and capabilities should be the drivers of the process and not created along the way as and when an opportunity arises.
Further, these capabilities can be leveraged across two or more business units. Well- conceived organizational processes and designs can help managers constantly identify asymmetries and potential capabilities, embed these in a configuration that grows and exploits them, and leverage these capabilities across sets of market opportunities. Indeed, effective design provides the vehicle for bringing together developing resources and emerging opportunities in an ongoing process that sustains advantage.