A first approach to strategy making in technology-oriented industries incorporates a set of theories whose basic assumptions imply that competition is the battle for the most favorable
position in a competitive environment, and strategy is how a firm can identify and achieve such position (Porter, 1980). Well-known authors that adhere to this line of thought include, for instance, Foster (1985), Shapiro (1989), Hax and Majluf (1991) and Barat (2008).