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Now, he is looking at the market from the resource point of view. But, a resource which caters to a changed market is different. Therefore, First-fitness strategy will be based on developing and exploiting internal capabilities to adjust and exploit external change (figure 8).
Establishing competitive advantages involves formulating and implementing a strategy that exploits the uniqueness of a firm's portfolio of resources and capabilities. He can learn from Competitor's success, but attempts to replicate their strategies mindlessly.
Gary has to look at his firm's resources (figure 7) and assess the decision criteria using the decision group dynamics (figure 8)...
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