Forecasting the profit stream and risks associated with a business strategy can be difficult. It is thus useful to assess the appropriateness of various business strategies more indirectly by considering whether they are responsive to the external environment, involove a sustainable competitive advantage, relate appropriately to other firm strategies, provide adequate flexibility, are consistent with the business mission and long-term objectives, and are organizationally feasible.
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David A. Aaker (1984) studied this question.