The firm to work with must produce a valuable product. According to Hill (2002), the fundamental purpose of any business is to make a profit,which is possible only if the firm produces a product that is valued by consumers.

Porter (1980)presented three business-level strategies—cost leadership, differentiation, and focus—to addressthe five forces that determine industry profitability to strategically position firms within theirindustries. Cost leaders sell undifferentiated products industry wide; differentiators sell uniqueproducts industry wide; focusers sell differentiated or undifferentiated products within a niche.

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