The Implicit Strategy Model of the Past Decade -One ideal competitive position in the industry -Benchmarking of all activities and achieving best practice -Aggressive outsourcing and partnering to gain efficiencies Advantages rest on a few key success factors, critical resources, -core competencies -Flexibility and rapid responses to all competitive and market changes Sustainable Competitive Advantage -Unique competitive position for the company -Activities tailored to strategy -Clear trade-offs and choices vis-à-vis competitors -Competitive advantage arises from fit across activities -Sustainability comes from the activity system, not the parts -Operational effectiveness a given