maintain a coherent image of the organization bot 1997; Porter 1996, et al). After reading the paper, do you still agree with the statement above? How the paper contribute to the "fit" idea? 4 B) How do you reconcile the following statements? What does it say about the strategic model or emerging strategic model of the company? ers (at Ericsson) believe that the company must excel at its core business before and nurture its existing role in a