For a firm's strategy to be effective and defensible, a manager must create fit and alignment among its chosen activities.

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Creating fit and alignment among a firm's chosen activities is critical for the success and sustainability of its strategy, as it ensures consistency and coherence across different areas of the organization. Without this fit and alignment, a firm's strategy is likely to be ineffective and vulnerable to competition, as it may fail to leverage the unique strengths and resources that the firm possesses. Therefore, a manager must work to create a synergy among the various activities of the firm, such as production, marketing, distribution, and customer service, to ensure that they support and reinforce each other in pursuit of the overall strategic goals. This requires a deep understanding of the firm's internal capabilities and external environment, as well as the ability to make tough trade-offs and prioritize the most critical activities.

For a Firm's Strategy to Be Effective and Defensible, a Manager