In this chapter we started with an overview of relevant strategic questions and issues which needed to be addressed. Strategy is about finding answers on what to do in order to safeguard the firm’s longevity and how to do this, Crucial to long-term survival and profitability is the creation of a distinctive and sustainable competitive advantage. Recently emerging resource – and competence- based theories offer new insight here: sustainability can be realized by configuring complex constellations that create value for customer.