What business strategy is all about; what distinguishes it from all other kinds of business planning - is, in a word, competitive advantage. Without competitors there would be no need for strategy, for the sole purpose of strategic planning is to enable the company to gain, as effectively as possible, a sustainable edge over its competitors
We change who we are to fit the exogenous of our time, and not just strategically or to our own advantage, sometimes sympathetically without our even knowing it for the betterment of the whole group.