In a period of increased global competition, dramatic changes in consumer demands, and a reconfiguration of production technologies made possible by microprocessor innovations, firms face heightened market uncertainty and flexibility pressures. This has forced many firms to re-examine their market position and assess the optimal use of their resources in a market place that is increasingly characterized by consumer pull rather than manufacturer push. In the search for sustained competitive advantage, firms are experimenting with new organizational forms that will allow them to outperform the market (Porter, 1993), focusing more closely on their core competencies (Hamal and Prahalad, 1990), and endeavouring to position themselves in markets that permit full utilization of their resources.