Today, the economy is more than ever challenged to adapt to new conditions in an increasingly fast-paced world. The globalization currently taking place is driven by a wave of innovations. Political boundaries and geographical distance no longer protect against competition. Companies must confront the challenges of globalization and technological advancement if they wish to remain competitive in the market. In this context, various strategic concepts emerge, with each latest version claiming to render all previous concepts obsolete. It is evident that all business strategy schools are so time-bound and influenced by the prevailing economic and competitive conditions that they lose their explanatory power after a certain period.