ABSTRACT
Traditionally, understanding how firms can outperform their competitors was the focus of researchers in the field of strategic management (Barney, 1991; Porter, 1980, 1985. Conversely, in today's dynamic and uncertain environment, strategy is about achieving sustainable competitive advantage (Olsen et al., 1998). Moreover, what the literature does not offer is a comprehensive business model, developed empirically, that offers managers a blueprint to accomplishing sustainable competitive advantage. Instead, the literature offers a number of schools of thought about strategy, but little in the way of a comprehensive model (Mintzberg et al., 1998). This paper attempts to address this situation using the co-alignment theory of strategy as the underpinning to this effort.
