Internal vs External Perspectives in Strategy Theory

1. Question 1 (15 points)
In strategy theory it is common to talk about on one hand an external perspective and on the other hand an internal perspective. What does that mean and does it matter for the outcome of an analysis if the internal or the external perspective is used? When answering the question use central theories and models presented during the class as an illustration of what you mean.
When analysing a business from the internal as well as external perspectives a well-known model of strength-weaknesses-opportunities-threats is commonly used (Barney, 1991). The Strength-weaknesses perspective is used to identify the internal factors of the business while the opportunities-threats perspectives used to identify the external factors

Disruptive technologies offer a different type of attributes to the mainstream customer and therefore tend to be ignored and only valued in new markets or even make emergent of new markets. They usually look financially unattractive and are often disregarded by managers. Performance trajectories are used to measure the impact of a given technological innovation on an industry witch is the rate of the performance of a product has improved. One way to identify disruptive technology is by looking into the internal agreement of the technology (Bower and Christensen,

The five forces on the market are strong as it is easy and doesn´t require a high capital to start a media company, it has a lot of substitutes and rivalry among competitors. However, the competitive advantage and the companies firm resources is offering a new way of delivering news to the world that is becoming extremely fast moving and demanding on information to be short, accurate and to the point. (Barney, 1991)(Porter, 2008),(Porter