For an organization to be successful it must fit in with its environment. This means aligning its strengths (S) and weaknesses (W) to the opportunities (O) and threats (T) in its environment. Problems arise because very often both these spectrums pull in opposite directions. A firm’s resource base and activity system can be radically different with the current market trends. Adapting to a new market position and subsequently following the many shifts in such factors as customer preferences, competitor moves, government regulations and distribution structures, can have a significant impact on the firm. Resource leveraging should also be undertaken and this will typically involve using a considerable amount of time, effort and money to shift the resource base and reconfigure the activity system while acquiring and nurturing resources and fine tuning the activity system to reach its level of expertise.