1. What was Rand Mcnally's business strategy? what were the causes, both internal and external, that caused Rand Mcnally to change their strategy ? Rand Mcnally's strength lies with printing Their old strategy was to develope and maintain its position as the most well knowin and respected" publisher of geographic and travel information through print. However, they faced many difficulties due to this. The internal factor was that the senior management and some investors remained stalia and unwilling to take risks due to fear of losing money from the under cut sales of the company's traditional paper maps. The external factor was that Map Quest and other competitors have already taken the risks. They realized the impact from growth of technology even before Rund Mc Nally. Their competitor's sales were growing and Rund McNally's was not, so they had to change their business strapty They had to develope their geographic maps and switch to do advisory service and travel planning online