Which of the following is not suggested by Markides (1999) as a factor for competitive and strategic success?

Ensure consistency between desired strategic position and the chosen strategy is not suggested by Markides (1999) as a factor for competitive and strategic success. Markides (1999introduced " breakthrough strategies " that primarily focus on revitalizing business and markets in a competitive environment, also taking other strategic alliances into consideration. The combination of creative marketing strategies and effective implementation seems a logical approach for organizations to gain a competitive advantage.