Commentary

Abstract

However, as Porter states, strategies cannot necessarily be put into practice without an analytical evaluation of an organisation's strengths and weaknesses — in essence, an honest self audit of one's capabilities, both current and potential. The audit should revolve around five major factors for the strategic alternatives under consideration:

Citation

(1988), "Commentary", European Journal of Marketing, Vol. 22 No. 2, pp. 50-69. https://doi.org/10.1108/eb027338