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The analysis of the environment in which different companies are interacting with them, can identify a range of opportunities and threats that influence the conduct to be adopted by each of the firms. However, for companies to have a better view of the elements that impact performance, should also conduct a study inward on them that will identify the internal factors from which it is possible to build a competitive advantage [1]. In this sense, the companies, through recognition of certain internal and external elements define a strategy to ensure their survival in the complex and changing characteristics of the environment in which they operate.
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