2 Although both positions converge on the fact that a good strategy must be feasible, consistent and be capable of providing a competitive advantage, they diverge on the means to achieve a fit between the organization and its environment (Rumelt, 1984).
3 These five forces impinging on the firm’s profit potential are “the entry of new competitors, the threat of sub-stitutes, the bargaining power of buyers, the bargaining power of suppliers, and the rivalry among the exist-ing competitors”.