Share an example of a company whose strategy has been based upon the external market and one that is based on a set of capabilities. Discuss how the external environment or resources and capabilities offer a sustainable competitive advantage and generate profit in each case.

Discuss which should be the primary basis for formulating strategy: The external market or the internal environment (firm’s resources and capabilities)?

• Share an example of a company whose strategy has been based upon the external market and one that is based on a set of capabilities.
• Discuss how the external environment or resources and capabilities offer a sustainable competitive advantage and generate profit in each case.

● Support your submission with course material concepts, principles, and theories from the textbook and at least one scholarly, peer-reviewed journal articles,

Your initial post should address all components of the question with a 500 word limit.